Journal
TECHNOLOGY ANALYSIS & STRATEGIC MANAGEMENT
Volume 26, Issue 10, Pages 1131-1143Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/09537325.2014.974529
Keywords
demand-side management; demand response; peak energy consumption; inequity; qualitative; dynamic pricing
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Despite the importance of demand response (DR), there has been little exploration of its potential impact on the individual or society. To address this gap, semi-structured interviews were conducted with 21 households in the south of England, in which two DR vignettes were presented: peak pricing and remote demand control during critical peaks. Peak pricing was seen as inequitable, burdening the less affluent, the less healthy, families and working mothers. Adverse societal outcomes may result from peak pricing, with potential for disruption of time-dependent household routines including the socially vital ritual of family mealtimes. Householders perceived their peak-time consumption to be determined by society's temporal patterns and not within their control to change. Third-party control in demand-side management was perceived to contravene householders' rights of control inside their homes. Alternative approaches to shifting peak demand, which combine technological, economic and socio-psychological insights, are considered.
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