PL EN


2020 | vol. 64, nr 5 | 85-99
Article title

Psychologiczne aspekty zarządzania popytem na energię elektryczną

Content
Title variants
EN
Psychological aspects of the electricity demand management
Languages of publication
PL
Abstracts
PL
Celem artykułu jest przegląd literatury na temat psychologicznych aspektów zarządzania popytem na energię elektryczną. Zarządzanie popytem stanowi szansę dla poprawy efektywności energetycznej. Podsumowanie uwzględnia teorię wartości-przekonania-normy, teorię aktywizacji norm Schwartza, teorię planowanego zachowania, model faz działania Rubicon, wpływ informacji zwrotnej. W omawianych pracach, wykorzystując metody eksperymentalne oraz badania terenowe, wykazano zależności między zmianą zużycia energii elektrycznej w gospodarstwach domowych a takimi czynnikami natury psychologicznej, jak: normy, przekonania, wartości, rodzaj motywacji, postawy, spostrzegana kontrola. Podsumowane wyniki badań pomagają zrozumieć zachowanie konsumentów, a w konsekwencji projektować skuteczniejsze programy zarządzania popytem. Jest to pierwsze zestawienie publikacji na temat psychologicznej perspektywy zarządzania popytem.
EN
The main objective of the article is providing the literature review of research on the psychological aspects of electricity demand management. The demand management is an opportunity to improve energy efficiency. It includes Value-Belief-Norm theorem, Norm Activation Theory, Theory of Planned Behavior, the Rubicon model of action phases, the impact of feedback and social norms. Studies discussed in the paper, using experimental methods and field studies, show that the change in electricity consumption in households depends on psychological factors, such as norms, beliefs, values, type of motivation, attitudes, perceived control. Summarized results help to understand consumer behavior and, consequently, design more effective demand management programs. As far as we know, this is the first overview of publications on the psychological perspective of demand management.
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