Communication strategies and consumer acceptance of utility-controlled heat pumps and electric vehicles

Persuading end users in utility-controlled operation of heat pumps and electric vehicles (EVs) charging is challenging. In this study, we designed a randomized control trial in which the utility communicated the rationale for deploying direct load control programmes of heat pumps and EVs framed in terms of environment-related (supporting integration of renewables to fight climate change) or grid-related purposes (helps managing the grid) to two groups. The results indicate that the rationale of ‘grid-related purposes’ resonated more with respondents, with higher acceptance for both devices. We highlight determinant perceptions towards the rationales and (mis)alignments in motivations and propose communication strategies.