The changing decision patterns of the consumer in a decentralized smart grid

The well-regulated Swiss electricity market is subject to far-reaching transitions towards an intelligent network. These include a shift of responsibility, as the consumer comes to play an active role in electricity management. While previous research suggests that the consumer acts according to rational choice or non-cooperative game theory, this is not a sufficient justification for consumer decision-making in a socio-techno-logical environment. To this end, this empirical research elaborates on the decision-making patterns supported by the technological change. The findings suggest that to a certain extent, diffusion of decentralized generation and storage create new responsibilities for a micro trader apart from consumption. Central for trading is the “security of supply” value and any perceived gains and losses in the value outcome entails switching between risk-averse and risk-seeking behavior.