Diffusion of Innovative Energy Services

Diffusion of Innovative Energy Services: Consumers' Acceptance and Willingness to Pay consolidates research in the diffusion, adoption and acceptance of Innovative energy services (IES), including dynamic green electricity tariffs, small-scale energy generators, and smart metering information systems among residential electricity consumers. The book addresses consumer awareness, acceptance and engagement towards smart technologies, focusing on the 'willingness to pay' for IES. Chapters address findings from field experiments, pilot programs and simulation methods such as agent-based modeling. Case studies involve various countries and continents, with a focus on modern, pro-environmental and sustainable economies, where IES are offered. Policy recommendations, tools and interventions as well as behavioral strategies conclude the work. - Consolidates and integrates key findings across economic, behavioral and social elements of IES diffusion - Addresses the economic appraisal of IES, covering consumers' willingness to pay and the intention-behavior gap phenomenon - Reviews current literature regarding consumers' acceptance and engagement towards IES based on filed experiments, pilot programs, modelling and simulation - Provides policy recommendations, marketing tools and interventions as well as the behavioral strategies necessary to enhance IES market position alongside climate policy goals

Anna Kowalska-Pyzalska is Associate Professor at the Department of Operations Research and Business Intelligence, Faculty of Management, Wroclaw University of Science and Technology, Poland. With an M.Sc. in Management (2001), a Ph.D. in Electrical Power Systems (2006) and four years spent in the power industry (2006-2010), she possesses unique expertise on the interface of energy markets and economics. Her most recent research interests include modelling innovation diffusion, exploring adoption of innovative goods and services in the energy market (e.g., dynamic electricity tariffs, smart metering information systems) and investigating social acceptance of these goods and services. She has published in top tier journals (most notably in Energy Policy, Renewable and Sustainable Energy Reviews, Energies and Sustainability) and is an ad-hoc reviewer for a number of JCR listed journals. She was an Investigator on national and EU funded projects and currently is the Principal Investigator on two NCN (National Science Centre, Poland) OPUS grants.