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Communication strategies and consumer acceptance of utility-controlled heat pumps and electric vehicles

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  • Yilmaz, Selin
  • Cuony, Peter
  • Chanez, Cédric
  • Patel, Martin Kumar

Abstract

Persuading end users in utility-controlled operation of heat pumps and electric vehicles (EVs) charging is challenging. In this study, we designed a randomized control trial in which the utility communicated the rationale for deploying direct load control programmes of heat pumps and EVs framed in terms of environment-related (supporting integration of renewables to fight climate change) or grid-related purposes (helps managing the grid) to two groups. The results indicate that the rationale of ‘grid-related purposes’ resonated more with respondents, with higher acceptance for both devices. We highlight determinant perceptions towards the rationales and (mis)alignments in motivations and propose communication strategies.

Suggested Citation

  • Yilmaz, Selin & Cuony, Peter & Chanez, Cédric & Patel, Martin Kumar, 2024. "Communication strategies and consumer acceptance of utility-controlled heat pumps and electric vehicles," Utilities Policy, Elsevier, vol. 90(C).
    • Handle: RePEc:eee:juipol:v:90:y:2024:i:c:s0957178724000936
    DOI: 10.1016/j.jup.2024.101800
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    References listed on IDEAS

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