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Reducing households’ energy use: a segmentation of Flanders on adoption intention of smart metering technology

Jeroen Stragier UGent, Laurence Hauttekeete UGent and Lieven De Marez UGent (2011) Energy End-Use Efficiency Issues.
abstract
Research has shown that feedback on energy use can aid households to reduce it significantly. In this context, smart metering technologies, and more specifically technology components interacting with data gathered and provided by a smart meter, allowing to provide the consumer with personalized feedback, consumption visualization, automated control,… could play an important role. After all, by means of this technology, households can be made more aware of their energy use and encouraged to reduce it. This paper applies a user centered approach towards the estimation of the adoption potential for smart metering technologies in Flanders, Belgium. We conducted a representative quantitative survey with 1314 respondents living in Flanders. A segmentation on ownership of, attitude towards and adoption intention of smart metering devices was performed on the data. Traditional approaches of intention surveying often result in an overestimation of the innovation adoption potential. To overcome this problem, the Product Specific Adoption Potential scale (or PSAP-scale) was used and 6 segments were found. These segments were labeled “Current Owners”, “Innovators”, “Early Adopters”, “Early Majority”, “Later Adopters” and “Out of Potentials. The verification of the adoption potential of smart metering devices for different pricing scenarios revealed a rather high price sensitivity.
Please use this url to cite or link to this publication:
author
organization
year
type
conference
publication status
published
subject
keyword
adoption potential, willingness to pay, Consumer behaviour, smart metering
in
Energy End-Use Efficiency Issues
EEE
pages
7 pages
publisher
Ghent University, Department OF Department of User Research
place of publication
Ghent, Belgium
conference name
World Renewable Energy Congress (WREC -2011)
conference location
Linköping, Sweden
conference start
2011-05-08
conference end
2011-05-13
language
English
UGent publication?
yes
classification
C1
copyright statement
I have transferred the copyright for this publication to the publisher
id
1225208
handle
http://hdl.handle.net/1854/LU-1225208
date created
2011-05-17 11:19:10
date last changed
2017-01-02 09:52:33
@inproceedings{1225208,
  abstract     = {Research has shown that feedback on energy use can aid households to reduce it significantly. In this context, smart metering technologies, and more specifically technology components interacting with data gathered and provided by a smart meter, allowing to provide the consumer with personalized feedback, consumption visualization, automated control,{\textellipsis} could play an important role. After all, by means of this technology, households can be made more aware of their energy use and encouraged to reduce it. This paper applies a user centered approach towards the estimation of the adoption potential for smart metering technologies in Flanders, Belgium. We conducted a representative quantitative survey with 1314 respondents living in Flanders. A segmentation on ownership of, attitude towards and adoption intention of smart metering devices was performed on the data. Traditional approaches of intention surveying often result in an overestimation of the innovation adoption potential. To overcome this problem, the Product Specific Adoption Potential scale (or PSAP-scale) was used and 6 segments were found. These segments were labeled {\textquotedblleft}Current Owners{\textquotedblright}, {\textquotedblleft}Innovators{\textquotedblright}, {\textquotedblleft}Early Adopters{\textquotedblright}, {\textquotedblleft}Early Majority{\textquotedblright}, {\textquotedblleft}Later Adopters{\textquotedblright} and {\textquotedblleft}Out of Potentials. The verification of the adoption potential of smart metering devices for different pricing scenarios revealed a rather high price sensitivity.},
  author       = {Stragier, Jeroen and Hauttekeete, Laurence and De Marez, Lieven},
  booktitle    = {Energy End-Use Efficiency Issues},
  keyword      = {adoption potential,willingness to pay,Consumer behaviour,smart metering},
  language     = {eng},
  location     = {Link{\"o}ping, Sweden},
  pages        = {7},
  publisher    = {Ghent University, Department OF Department of User Research},
  title        = {Reducing households{\textquoteright} energy use: a segmentation of Flanders on adoption intention of smart metering technology},
  year         = {2011},
}

Chicago
Stragier, Jeroen, Laurence Hauttekeete, and Lieven De Marez. 2011. “Reducing Households’ Energy Use: a Segmentation of Flanders on Adoption Intention of Smart Metering Technology.” In Energy End-Use Efficiency Issues. Ghent, Belgium: Ghent University, Department OF Department of User Research.
APA
Stragier, J., Hauttekeete, L., & De Marez, L. (2011). Reducing households’ energy use: a segmentation of Flanders on adoption intention of smart metering technology. Energy End-Use Efficiency Issues. Presented at the World Renewable Energy Congress (WREC -2011), Ghent, Belgium: Ghent University, Department OF Department of User Research.
Vancouver
1.
Stragier J, Hauttekeete L, De Marez L. Reducing households’ energy use: a segmentation of Flanders on adoption intention of smart metering technology. Energy End-Use Efficiency Issues. Ghent, Belgium: Ghent University, Department OF Department of User Research; 2011.
MLA
Stragier, Jeroen, Laurence Hauttekeete, and Lieven De Marez. “Reducing Households’ Energy Use: a Segmentation of Flanders on Adoption Intention of Smart Metering Technology.” Energy End-Use Efficiency Issues. Ghent, Belgium: Ghent University, Department OF Department of User Research, 2011. Print.