Influence of Attitudes on Willingness to Choose Time-of-Use Electricity Tariffs in Germany. Evidence from Factor Analysis

Time-of-use (TOU) electricity tariffs are a demand side measure to ease balancing of and supply cope with rising share renewables in country’s mix. In general, consumers require compensation for accepting these tariffs. This study analyzes how attitudes drive consumers’ willingness choose TOU tariff Germany. To identify attitudinal profiles, I use an exploratory factor analysis on items capturing positive negative towards tariffs, climate change awareness, belief energy saving measures. factors as predictors ordered logit specification estimate stated tariff. Three significant: awareness. These findings highlight that decision makers who aim at through the should focus informing about impacts mitigation, grid stability, possible savings.