New markets for local, renewable, or affordable energy? A segmentation analysis to identify consumer preferences for decentralized energy markets

Cleaner Energy Systems Pub Date : 2024-02-21 DOI:10.1016/j.cles.2024.100109

Maria Lagomarsino , Melanie Herrmann , Ulf.J.J. Hahnel , Tobias Brosch

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Abstract

Local Energy Markets (LEMs) allow direct citizen involvement in energy production and trading. A study surveyed 636 Swiss electricity consumers using choice-based conjoint analysis to explore preferences for various LEM characteristics. Three consumer segments emerged: 'Renewable energy enthusiasts' (42 %), interested in energy mix and community PV investment; 'Price sensitives' (30 %), driven mainly by costs; and 'Uninvolved' (28 %), focused on energy mix but hesitant about PV investment. Demographic and psychological variables helped characterize these segments, suggesting tailored communication strategies to boost participation in future energy markets. Communication strategies should focus on ‘Renewable energy enthusiasts’ segment and should emphasize environmental benefits and community engagement to leverage their high motivation for involvement.

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地方、可再生或廉价能源的新市场？识别分散能源市场消费者偏好的细分分析

地方能源市场（LEM）允许公民直接参与能源生产和交易。一项研究使用基于选择的联合分析方法调查了 636 名瑞士电力消费者，以探索他们对地方能源市场各种特征的偏好。结果发现了三个消费者群体："可再生能源爱好者"（42%），对能源组合和社区光伏投资感兴趣；"价格敏感者"（30%），主要受成本驱动；以及 "未参与"（28%），关注能源组合，但对光伏投资犹豫不决。人口统计和心理变量有助于确定这些群体的特征，从而提出有针对性的宣传策略，促进对未来能源市场的参与。传播策略应侧重于 "可再生能源爱好者 "群体，并应强调环境效益和社区参与，以利用他们的高参与积极性。

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来源期刊

Cleaner Energy Systems

CiteScore

3.00

自引率

0.00%

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