Influencing Factors on Consumers’ Willingness to Share Energy Data on Online Energy Platforms

Claudia Maier, Christian Pfeiffer, Stefanie Hatzl and Eva Fleiß

Business and Management Studies, 2021, vol. 7, issue 2, 13-22

Abstract: Climate change requires an adaptation of the energy system towards an efficient use of renewable energies. For efficient control and optimization of the energy system, energy consumption and production data at household level play an essential role. Sharing platforms can enable the bundling and controlling of energy data from individual households. However, there is often a lack of acceptance among potential users to share their own data on such platforms. Therefore, this paper investigates the willingness of consumers to share their personal energy data. In particular, several factors that influence this willingness are examined. Decisive for the willingness are incentives for consumers in return for sharing their energy data. These can be offered in personal added value or collective added value. This paper shows that the factors perceived behavioral control, personal attitude and subjective norm have an influence on the willingness of private users to share energy data if a personal benefit or a collective benefit is provided. The age of users and their privacy concerns affect the willingness to share only in case personal value is added. These findings are valuable for the development and operation of online energy platforms.

Date: 2021
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