Turning green: Agent-based modeling of the adoption of dynamic electricity tariffs
Using an agent-based modeling approach we study the temporal dynamics of consumer opinions regarding switching to dynamic electricity tariffs and the actual decisions to switch. We assume that the decision to switch is based on the unanimity of $\tau$ past opinions. The resulting model explains why there is such a big discrepancy between consumer opinions, as measured by market surveys, and the actual participation in pilot programs and the adoption of dynamic tariffs. We argue that due to the high indifference level in today's retail electricity markets, customer opinions are very unstable and change frequently. The conducted simulation study shows that reducing the indifference level can result in narrowing the intention-behavior gap. A similar effect can be achieved by decreasing the decision time that a consumer takes to make a decision.
|Date of creation:||04 Nov 2013|
|Date of revision:|
|Contact details of provider:|| Postal: Wybrzeze Wyspianskiego 27, 50-370 Wroclaw|
Web page: http://prac.im.pwr.wroc.pl/~hugo
More information through EDIRC
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Zhang, T. & Nuttall, W.J., 2008. "Evaluating Government’s Policies on Promoting Smart Metering in Retail Electricity Markets via Agent Based Simulation," Cambridge Working Papers in Economics 0842, Faculty of Economics, University of Cambridge.
- Thorsnes, Paul & Williams, John & Lawson, Rob, 2012. "Consumer responses to time varying prices for electricity," Energy Policy, Elsevier, vol. 49(C), pages 552-561.
- Greenleaf, Eric A & Lehmann, Donald R, 1995. " Reasons for Substantial Delay in Consumer Decision Making," Journal of Consumer Research, Oxford University Press, vol. 22(2), pages 186-99, September.
- Guillaume Deffuant & Frederic Amblard, 2003. "Simple is Beautiful? and Necessary," Journal of Artificial Societies and Social Simulation, Journal of Artificial Societies and Social Simulation, vol. 6(1), pages 6.
- Allcott, Hunt, 2011. "Social norms and energy conservation," Journal of Public Economics, Elsevier, vol. 95(9), pages 1082-1095.
- Stephenson, Janet & Barton, Barry & Carrington, Gerry & Gnoth, Daniel & Lawson, Rob & Thorsnes, Paul, 2010. "Energy cultures: A framework for understanding energy behaviours," Energy Policy, Elsevier, vol. 38(10), pages 6120-6129, October.
- Katarzyna Sznajd-Weron, 2005. "Sznajd model and its applications," HSC Research Reports HSC/05/04, Hugo Steinhaus Center, Wroclaw University of Technology.
- Dütschke, Elisabeth & Paetz, Alexandra-Gwyn, 2013. "Dynamic electricity pricing—Which programs do consumers prefer?," Energy Policy, Elsevier, vol. 59(C), pages 226-234.
- Katarzyna Sznajd-Weron & Rafal Weron, 2003.
"How effective is advertising in duopoly markets?,"
- Sznajd-Weron, K. & Weron, R., 2003. "How effective is advertising in duopoly markets?," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 324(1), pages 437-444.
- Piotr Przybyla & Katarzyna Sznajd-Weron & Rafal Weron, 2013.
"Diffusion of innovation within an agent-based model: Spinsons, independence and advertising,"
HSC Research Reports
HSC/13/04, Hugo Steinhaus Center, Wroclaw University of Technology.
- Piotr Przybyła & Katarzyna Sznajd-Weron & Rafał Weron, 2014. "Diffusion Of Innovation Within An Agent-Based Model: Spinsons, Independence And Advertising," Advances in Complex Systems (ACS), World Scientific Publishing Co. Pte. Ltd., vol. 17(01), pages 1450004-1-1.
- Ian Ayres & Sophie Raseman & Alice Shih, 2009. "Evidence from Two Large Field Experiments that Peer Comparison Feedback Can Reduce Residential Energy Usage," NBER Working Papers 15386, National Bureau of Economic Research, Inc.
- Zarnikau, Jay, 2003. "Consumer demand for `green power' and energy efficiency," Energy Policy, Elsevier, vol. 31(15), pages 1661-1672, December.
- Anna Kowalska-Pyzalska & Katarzyna Maciejowska & Katarzyna Sznajd-Weron & Rafal Weron, 2013. "Going green: Agent-based modeling of the diffusion of dynamic electricity tariffs," HSC Research Reports HSC/13/05, Hugo Steinhaus Center, Wroclaw University of Technology.
- Baddeley, M., 2011. "Energy, the Environment and Behaviour Change: A survey of insights from behavioural economics," Cambridge Working Papers in Economics 1162, Faculty of Economics, University of Cambridge.
- Allcott, Hunt, 2011. "Social norms and energy conservation," Journal of Public Economics, Elsevier, vol. 95(9-10), pages 1082-1095, October.
- Scarpa, Riccardo & Willis, Ken, 2010. "Willingness-to-pay for renewable energy: Primary and discretionary choice of British households' for micro-generation technologies," Energy Economics, Elsevier, vol. 32(1), pages 129-136, January.
- Alexandra-Gwyn Paetz & Elisabeth Dütschke & Wolf Fichtner, 2012. "Smart Homes as a Means to Sustainable Energy Consumption: A Study of Consumer Perceptions," Journal of Consumer Policy, Springer, vol. 35(1), pages 23-41, March.
- Faruqui, Ahmad & George, Stephen, 2005. "Quantifying Customer Response to Dynamic Pricing," The Electricity Journal, Elsevier, vol. 18(4), pages 53-63, May.
- Gangale, Flavia & Mengolini, Anna & Onyeji, Ijeoma, 2013. "Consumer engagement: An insight from smart grid projects in Europe," Energy Policy, Elsevier, vol. 60(C), pages 621-628.
- Weyant, John P., 2011. "Accelerating the development and diffusion of new energy technologies: Beyond the "valley of death"," Energy Economics, Elsevier, vol. 33(4), pages 674-682, July.
When requesting a correction, please mention this item's handle: RePEc:wuu:wpaper:hsc1310. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Rafal Weron)
If references are entirely missing, you can add them using this form.