Social acceptance of green energy and dynamic electricity tariffs ? A short review

This paper presents a review of recent literature on consumer energy behaviors and willingness to pay for innovative products on the energy market. Among such products green energy and dynamic electricity tariffs will be considered. Social and psychological factors, that influence the adoption of these products will be discussed. Consumer engagement and acceptance of green energy as well as dynamic electricity tariffs are necessary to make the diffusion of these products possible and effective. In conclusion some research challenges and potential research gaps will be described.