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Consumer acceptance of electric mobility
Status
ongoing
Keywords
mobility
customer acceptance
emotional
rational decision-making
Description
Electric mobility has certain characteristics of a disruptive innovation and its adoption requires fundamental shifts in consumer decision-making. This project aims at coming up with rich micro-data that can inform macro-modelling of the transition to electric mobility. It complements other work of SCCER Mobility by using a mix of qualitative and quantitative methods for an in-depth investigation of the consumer decision process to buy (or not to buy) an electric car, including key elements of pre- and post-purchase behavior. Such decisions are not taken by individual consumers on purely economic grounds, therefore particular attention will be devoted to the interplay of rational and affective factors in the decision process, as well as the important role of peer effects. As a result, we will develop behaviorally informed policy recommendations.
Leader contributor(s)
Funder(s)
Division(s)
Eprints ID
247361
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PublicationThe flexible prosumer: Measuring the willingness to co-create distributed flexibilityRising shares of fluctuating renewables increase the need for flexibility in the power market. At the same time, the emergence of the prosumer has created new opportunities for co-creation of distributed flexibility. As of yet, there is surprisingly little empirical analysis in terms of whether individuals are actually ready to co-create flexibility, and if so, under which conditions these resources can be mobilized by grid operators or electricity supply companies. We address this gap in the energy economics literature with three studies analyzing in total 7′216 individual decisions in a series of choice experiments with 902 study participants in three main domains of residential energy prosumption: (1) solar PV plus storage, (2) electric mobility, (3) heat pumps. We develop a novel measure of the prosumers’ willingness to co-create flexibility, and solicit their preferences for power supply contracts with varying levels of flexibility to derive implied discomfort costs. Our results indicate that current and potential electric car and solar PV users exhibit a higher willingness to co-create flexibility than heat pump users. Reaping the potential in those two domains requires taking the prosumer perspective into account when designing policy instruments and creating adequate business models.Type: journal articleJournal: Energy policyVolume: 114
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