Getting People on Board: The Role of Attitude, Subjective Norms and Perceived Behavioural Control in Peer-to-Peer Energy Trading

Peer-to-peer (P2P) energy trading has been proposed as an alternative business model to better manage the increase in decentralized energy generation. The objective of this study is twofold - to examine how we can better mobilize citizens to proactively participate in P2P energy trading, and to identify similarities and differences in behavior intention for photovoltaic (PV) panel adoption and P2P energy trading within the framework of Ajzen's Theory of Planned Behavior [1]. A total of 216 individuals who reside in Europe participated in the study. The result from this study shows that attitude, subjective norms and perceived behavioral control significantly influence behavior intention. Respondents who perceived P2P energy trading as a novel and exciting way of energy management have the strongest intention to take part in P2P energy trading. The perceived support from local community and Subject-matter experts also significantly predicted behavior intention. Variance in behavior intention is also explained by the perceived ease of integrating P2P energy trading into one's daily routine. However, age, concern for the environment and experience in online trading have minimal direct impact on behavioral intention. While household income is significantly correlated to PV adoption rate, household income does not predict the intention to participate in P2P energy trading. Perceived behavior control has significant impact on the intention to participate in P2P energy trading despite having little effect on PV adoption. The result of the study may serve to guide future energy policy, system design and outreach campaign.