Diffusion of Innovative Energy Services. Consumers' Acceptance and Willingness to Pay

Table of Contents

1. Introduction to innovative energy services (IES) in transitioning energy markets
2. Consumers' roles and opportunities in the energy market
3. Theoretical background of innovation diffusion in the context of energy market
4. Individual behavioral theories
5. Consumer acceptance and engagement of IES:practical experience and findings
6. Behavioral strategies and marketing interventions: policy recommendations and practical advices
7. Bibliography
8. Glossary

Authors

Anna Kowalska-Pyzalska Associate Professor, Department of Operations Research, and Business Intelligence, Faculty of Management, Wroclaw University of Science and Technology, Poland. 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.