Empowered or enchained? Exploring consumer perspectives on Direct Load Control

Abstract

Demand Response has become a central focus in policy discussions, attracting heightened attention for its potential key role in fostering enhanced demand flexibility. Direct Load Control (DLC) holds particular promise, requiring reduced consumer involvement compared to strategies relying on manual responses to time-varying pricing. However, the participation rate of residential consumers in DLC programs remains low, emphasizing the need for a more profound understanding of consumers' perspectives on DLC. Drawing from 15 in-depth interviews with Swedish households participating in a program involving direct load control of heat pumps, this study aims to explore the experiences and perceptions of consumers, providing in-depth understanding on factors that may serve as motivators, barriers and enablers for participation. Key findings include: financial benefits and interest in technology were the main motivations for participation; pre-existing knowledge and awareness of energy-related matters shaped consumers’ attitudes to DLC; trust in the service provider was a key enabling factor for participation. The study further suggests that DLC does not inevitably lead to a perceived loss of control among participants, but, if implemented in alignment with their specific conditions, needs and preferences, may also foster a sense of empowerment.