Individual differences in acceptance of direct load control

Consumer acceptance of direct load control is becoming increasingly important as energy systems transition towards greater reliance on intermittent renewable energy sources. The objective of this paper is to better understand the attitudinal and socio-economic determinants of direct load control acceptance. To do so, we collect survey data from participants in 31 European countries (N = 5,970). Regression analyses testing a comprehensive model of attitudinal and socio-economic determinants of direct load control acceptance reveal that attitudes and beliefs specific to direct load control acceptance (social and personal norms, anticipated emotions, and outcome efficacy beliefs) predict acceptance, whereas more general attitudinal variables and socio-economic characteristics play no or only a secondary role. These findings substantially improve our understanding of direct load control acceptance. While European policy documents recognize the importance of individual attitudes for the success of demand response programs, reference to specific factors or processes is often missing due to lack of evidence. The present research helps fill this gap, and can inform the design of novel soft policy measures – highlighting the usefulness of facilitating positive peer influence, of reinforcing perceptions that engaging in demand response is effective, is the responsible thing to do, and also something to be proud of.