En segmentering av elanvändare: Drivkrafter för efterfrågeflexibilitet
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
The electric power grid is experiencing peak loads during day time in week days. High loads result in high costs and negative environmental impacts. One way to balance the electricity use is demand response, which means shifting load from peak hours to off peak hours. Electricity distributors can implement time-of-use electricity tariffs as an incentive for the end-users to be more flexible in their electricity use. In this study an attempt is made to segment electricity users in households based on their behavior and motivation to shift their electricity use to off peak hours. Behavioral and psychographic variables based on the theory of planned behavior were used to construct a survey. The survey was sent out to almost 3000 households where some of the respondents had a time-of-use tariff and some did not. The survey data was then analyzed using mainly cluster analysis. The results show that there are distinct groups of people experiencing different motivations and barriers to shifting their load. Economy, environmental impact and comfort were among the strongest factors. The study also shows that only for a few factors, motivation and intention to shift load were related to an actual behavioral change.
Key words: demand response, theory of planned behavior, market segmentation, cluster analysis, user behavior
Place, publisher, year, edition, pages
2016. , 57 p.
TVE, 16 004 mars
Engineering and Technology
IdentifiersURN: urn:nbn:se:uu:diva-282943OAI: oai:DiVA.org:uu-282943DiVA: diva2:917893
Master Programme in Industrial Management and Innovation
Kullvén, HåkanBartusch, Cajsa