Psychologiczne aspekty zarządzania popytem na energię elektryczną

Abstract

The main objective of the article is providing the literature review of research on the psychological aspects of electricity demand management. The demand management is an opportunity to improve energy efficiency. It includes Value-Belief-Norm theorem, Norm Activation Theory, Theory of Planned Behavior, the Rubicon model of action phases, the impact of feedback and social norms. Studies discussed in the paper, using experimental methods and field studies, show that the change in electricity consumption in households depends on psychological factors, such as norms, beliefs, values, type of motivation, attitudes, perceived control. Summarized results help to understand consumer behavior and, consequently, design more effective demand management programs. As far as we know, this is the first overview of publications on the psychological perspective of demand management.