A Social Sciences and Humanities-based profiling of energy consumers towards increasing Demand Response engagement

This paper investigates the effectiveness of demand response (DR) programs across various European residential contexts by examining the propensity of households to participate in energy management strategies. Utilizing a comprehensive, literature-driven questionnaire, this research collected 284 data entries from six European countries, including Denmark, Italy, Greece, Spain, Austria, and Romania. Through a multidimensional segmentation methodology, residential users were categorized based on their responses, revealing varied potential for adaptive DR programs. Key findings show a strong positive correlation between energy literacy and DR willingness—suggesting that informed consumers are more likely to participate in flexibility programs. Notable barriers included technological concerns, financial limitations, and a lack of awareness. Motivational factors ranged from financial incentives to environmental and social considerations. Segment-specific insights enabled the identification of tailored outreach strategies, recommending different engagement pathways for high-potential versus low-readiness groups. The results emphasize the importance of tailored DR strategies informed by distinct consumer profiles. Policy recommendations underscore localized, personified approaches to enhancing DR participation and supporting a sustainable energy transition.