Diffusion of Innovative Energy Services: Consumers' Acceptance and Willingness to Pay consolidates research in the diffusion, adoption and acceptance of Innovative energy services (IES), including dynamic green electricity tariffs, small-scale energy generators, and smart metering information systems among residential electricity consumers. The book addresses consumer awareness, acceptance and engagement towards smart technologies, focusing on the 'willingness to pay' for IES. Chapters address findings from field experiments, pilot programs and simulation methods such as agent-based modeling. Case studies involve various countries and continents, with a focus on modern, pro-environmental and sustainable economies, where IES are offered.
Policy recommendations, tools and interventions as well as behavioral strategies conclude the work.
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Table of Contents
1. Introduction to innovative energy services (IES) in transitioning energy markets2. Consumers' roles and opportunities in the energy market
3. Theoretical background of innovation diffusion in the context of energy market
4. Individual behavioral theories
5. Consumer acceptance and engagement of IES:practical experience and findings
6. Behavioral strategies and marketing interventions: policy recommendations and practical advices
7. Bibliography
8. Glossary
