Universität zu Köln

Weidenbörner, Vincent ORCID: 0000-0003-2447-7228, Gleue, Marvin, Feldhaus, Christoph and Werthschulte, Madeline (2025). Which tariff to choose? How individual attitudes and preferences explain demand for flexible electricity tariffs in Germany. Energy Research & Social Science, 121. pp. 1-14. Elsevier. ISSN 2214-6296

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Abstract

[Artikel-Nr. 103978] Time-variant pricing and voluntary flexibility in private energy consumption have the potential to enhance demand sensitivity in electricity markets, playing crucial roles in the transition towards a greener energy system. This paper uses survey methods to examine the determinants of the stated willingness to adopt time-variant electricity tariffs. Based on a large population sample (N = 1200) from the most populous German federal state, North Rhine-Westphalia, we differentiate between the general willingness to adopt such tariffs and specific types, including time-of-use (TOU), critical-peak-pricing (CPP), and real-time-pricing (RTP) tariffs. Additionally, participants provide information on their willingness to adjust their electricity consumption in a timely manner. Our findings reveal that the stated willingness to adopt time-variant tariffs decreases as the potential price volatility increases. Moreover, there is a strong positive correlation between the willingness to adopt time-variant tariffs and the willingness to provide energy demand flexibility. The results of our analysis further indicate that early adopters of energy-efficient technologies and supporters of climate policies are more inclined towards time- variant pricing and providing flexibility in their electricity consumption. Economic preferences, such as loss aversion and present bias, appear to be particularly relevant for adopting the RTP tariff. These insights offer valuable guidance for promoting time-variant tariffs and flexible energy consumption, facilitating the adoption of efficient and sustainable energy systems.

Item Type:	Article
Creators:	Creators Email ORCID ORCID Put Code Weidenbörner, Vincent UNSPECIFIED https://orcid.org/0000-0003-2447-7228 UNSPECIFIED Gleue, Marvin UNSPECIFIED UNSPECIFIED UNSPECIFIED Feldhaus, Christoph UNSPECIFIED UNSPECIFIED UNSPECIFIED Werthschulte, Madeline UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-794298
Identification Number:	10.1016/j.erss.2025.103978
Journal or Publication Title:	Energy Research & Social Science
Volume:	121
Page Range:	pp. 1-14
Number of Pages:	1
Date:	March 2025
Publisher:	Elsevier
ISSN:	2214-6296
Language:	English
Faculty:	Faculty of Management, Economy and Social Sciences
Divisions:	Faculty of Management, Economics and Social Sciences > Business Administration > Marketing > Professorship for Business Administration, Retailing and Customer Management
Subjects:	Management and auxiliary services
['eprint_fieldname_oa_funders' not defined]:	Publikationsfonds UzK
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/79429