Individual differences in acceptance of direct load control

Consumer acceptance of direct load control is becoming increasingly important as energy systems transition towards greater reliance on intermittent renewable energy sources. Testing a comprehensive model of attitudinal and socio-economic determinants of direct load control acceptance across Europe (survey sample N = 5,970) reveals that attitudes and beliefs specific to direct load control acceptance (social and personal norms, anticipated emotions, and outcome efficacy beliefs) predict acceptance, whereas more general attitudinal variables and socio-economic characteristics play no or only a secondary role. These findings substantially improve our understanding of direct load control acceptance and ultimately provide new directions for the design of soft policy measures to encourage uptake of direct load control services.