Investigating UK consumers’ heterogeneous engagement in demand-side response

Pei Hao Li*, Ilkka Keppo, Maria Xenitidou, Maria Kamargianni

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

2 Citations (Scopus)


Demand-side response (DSR), the incentivised time-shifting of energy use by consumers away from peak times, is regarded as a potentially effective measure to balance electricity supply and demand. This will be even more important in the low-carbon energy system of the future, with a high share of non-dispatchable power, such as variable renewable energy and nuclear power. Most DSR programmes require consumers’ active engagement in shifting end-use activities. Previous studies have, however, rarely revealed socio-demographic factors influential for consumers’ willingness-to-shift specific end-use activities. This study thus aims to fill this research gap and, using a multinomial logistic model to analyse a nationwide survey, identify factors influential for DSR-related decisions. The nationwide survey for 1004 respondents was carried out to collect data about consumers’ willingness-to-shift their daily activities. We focused on the activities that constitute the major part of domestic energy consumption, i.e. cooking, dish-washing, entertainment, heating, laundry and showering. According to the results, consumers’ original timing of the end-use activities, socio-demographic factors, ownership of specific appliances and level of concern for energy-saving are influential for their willingness-to-shift activities. These findings can not only help policymakers make more targeted DSR promotion plans but also help to improve broader modelling tools to better consider consumers’ willingness-to-shift their demand.

Original languageEnglish
Pages (from-to)621-648
Number of pages28
JournalEnergy Efficiency
Issue number4
Publication statusPublished - 1 Apr 2020
MoE publication typeA1 Journal article-refereed


  • Consumer behaviour
  • Demand response
  • Flexibility
  • Multinomial logistic model


Dive into the research topics of 'Investigating UK consumers’ heterogeneous engagement in demand-side response'. Together they form a unique fingerprint.

Cite this