Bridging individual and collective action: Advancing energy community participation through demand response tools

Understanding how specific energy initiatives influence broader pro-environmental behavior is essential for advancing the sustainable energy transition. This study examines how individual-level factors shape the adoption of tools designed for Demand Response (DRT) and their spillover effects on participation in Energy Communities (EC). Specifically, it investigates the role of situational motivation, tech-confidence, and personal ecological norms in driving behavioral intention, DRT use, and subsequent EC participation. Drawing on survey data from 1807 energy consumers across three EU countries and applying partial least squares structural equation modeling (PLS-SEM), the results show that intrinsic motivation, identified regulation, and external regulation significantly influence behavioral intention, while amotivation has no significant effect. Perceived trust positively affects both behavioral intention and DRT use, whereas perceived security influences DRT use only. Behavioral intention strongly predicts both DRT use and EC participation, with DRT use further acting as a key driver of EC engagement. Personal ecological norms moderate all core relationships, strengthening the link between behavioral intention and EC participation; notably, among individuals with lower ecological norms, DRT use utilizes a stronger influence on EC participation, indicating a behavioral spillover from sustainable consumer-facing DRT use to collective engagement. Overall, this study contributes to the literature by integrating motivational theory with technology adoption and pro-environmental behavior in the context of DR and EC. The findings offer practical guidance for policymakers and practitioners seeking to design inclusive, effective, and socially grounded energy initiatives that support the energy transition.