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

Selin Yilmaz, Peter Cuony, Cédric Chanez and Martin Kumar Patel

Utilities Policy, 2024, vol. 90, issue C

Abstract: 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.

Keywords: Direct load control; Electric vehicles; Heat pumps (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:juipol:v:90:y:2024:i:c:s0957178724000936

DOI: 10.1016/j.jup.2024.101800

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