“…The national roll‐out of smart metres completed in 2014 (Heiskanen & Matschoss, 2016), enabled the provision of more sophisticated pricing structures to households, including real‐time pricing (Ruokamo, Kopsakangas‐Savolainen, Meriläinen, & Svento, 2019). Nevertheless, there seems to exist a trade‐off between the complexity of the tariff model and the engagement of households in demand response programmes (Grünewald, McKenna, & Thomson, 2015; Trotta, 2020b); for instance, only 9% of households had a dynamic electricity price supply contract in Finland in 2017 (Energy Authority, 2018). In the context of the evolution of the electricity market and the strengthening of the role of consumers, higher levels of awareness about electricity use, consumption and prices could, in principle, enhance the attractiveness of complex tariff structures and increase the potential for demand‐side flexibility (Alberini, Khymych, & Šcasný, 2019; Hall, Jeanneret, & Rai, 2016; Prest, 2020).…”