Investigating UK consumers’ heterogeneous engagement in demand-side response

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.