Unlocking geographic differences: from adopters to the public in driving the uptake of flexible energy practices—the case of Norway

Flexible energy management solutions have been proven to enhance energy supply security and optimise consumption. Despite their technical efficacy of these solutions, user acceptance remains a subject of ongoing debate. However, research into the spatial variation of the factors that influence adoption rates is still in its infancy. This study scaled up individual-level household survey data from Norway to investigate how the factors that influence household adoption of flexible energy use vary at the municipal level, between highly and less centralised municipalities, and between regions with different electricity prices. Our findings reveal several key insights: First, despite substantial differences in electricity prices, these differences do not significantly account for the variation in the adoption rate of flexible energy practices. Second, the primary drivers of adoption differ considerably between highly centralised and less centralised municipalities. Centrality here denotes a municipality's integration into urban networks, reflected by access to infrastructure, services, and population density. Wealth remains a significant factor in both contexts. Living in multi-family houses promotes flexible energy use in highly centralised municipalities, but hinders it in less centralised areas. In addition, dwelling age and electricity tariffs vary markedly with centralisation. Closing the gap in psychological variables, such as attitudes, social norms, self-efficacy, and motivation, between adopters and the public is crucial for expanding adoption. These insights emphasise the importance of context-specific policies and address specific challenges, in order to effectively enhance the adoption of flexible energy solutions in less centralised municipalities.