Influencing behavior of electricity consumers to enhance participation in demand response

Demand response (DR) provides an opportunity for consumers to change their electricity usage during peak periods by applying time-based rates or other forms of financial incentives. Currently the majority of DR resources are based on commercial loads in which substantial amounts of DR resources for residential purposes are wasted. Despite the multiple advantages of demand response to such residential customers, they are often reluctant to participate in such programs because of privacy concerns or because they are unaware of time-based rates. In this study, a customer dashboard was developed to enhance and persuade customers to participate in demand response programs. The online dashboard was used to increase awareness of all customer types, which is essential for ensuring a significant increase of DR participants. Incorporating flexibility, ease-of-use, and rewards programs will attract customers to use the dashboard thus expanding customer awareness to consciously or subconsciously change energy consumption behaviors. Making such cultural changes in customer behaviors leads to a long term solution for participation in demand response programs. With enhanced DR participation a sustainable power system operation and environment can be realized.