Comparing Behavioral Theories to Predict Consumer Interest to Participate in Energy Sharing

Abstract

Consumer investment in distributed energy resources (DERs) is increasing the penetration of renewable energy in the grid. In some cases, DERs produce more electricity than needed by the owner and this excess electricity is sold to the utility (e.g., net metering). In contrast, energy sharing allows a facilitator, which may or may not be the utility, to redistribute excess renewable electricity to fellow community members directly. However, little is known about consumer interest in participating in this type of arrangement. This preregistered study uses structural equation modeling to compare two behavioral theories, Value-Belief-Norm and Diffusion of Innovation, to predict consumer interest in participating in energy sharing. Participants answered questions about energy sharing in the context of an energy-sharing community facilitated by the fictional company, E-topia. Survey data from 195 online participants suggest that Value-Belief-Norm is a better, although not quite acceptable, fit. This suggests that early adoption of energy sharing may be driven by appealing to core values rather than novelty-seeking. This study implies that individuals are more likely to participate in a new technology system such as energy sharing when the effects of participation align with individuals’ values.

A framework to estimate the large-scale impacts of energy community roll-out

“…Results obtained in [11] show that participation in collaborative consumption is motivated by different factors such as sustainability, the activity of participating per se , as well as economic benefits. In order to predict consumer interest in participating in energy sharing, [12] aim to compare the usage of two behavioural theories, namely ‘Value-Belief-Norm’ and ‘Diffusion of Innovation’.…”