The influence of price and attitude on shifting residential electricity consumption from on- to off-peak periods

During a three year period a stratified random sample of residential electricity consumers in Northeastern Wisconsin, USA were placed on one of three time-of-day price ratios, 2:1, 4:1, or 8:1. During the course of the period family attitudes and knowledge were measured. Those with higher price ratios used less on-peak electricity (B= −0.15, p < 0.01), while a psychological commitment had a larger impact on behavior than price (B = 0.33, p < 0.001). These two factors were largely independent. Those with a commitment to shift did so even at the low price ratios. The data show that higher levels knowledge about time-of-day rates and how to shift electricity usage to off-peak periods are associated with personal commitment to shift. Higher price differentials and more appliances appear to increase knowledge and, indirectly, commitment.

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