Reluctant to respond: Public attitudes towards dynamic pricing in Austria

This study examines public awareness of dynamic electricity pricing in Austria, attitudes towards adopting such pricing, and willingness to engage in demand-side flexibility, using nationally representative survey data collected in 2023 (n = 1067). Awareness of dynamic pricing remains low, with almost half of respondents having never heard of it, a further 40% reporting only superficial familiarity, and only 12.6% considering themselves well informed. Attitudes toward dynamic pricing are characterised primarily by ambivalence rather than clear support or rejection, with around 70% of respondents expressing a “maybe” stance and only small minorities reporting clearly positive (14.3%) or negative (16.5%) views. Greater awareness does not translate into uniformly higher acceptance; instead, familiarity is associated with more polarised attitudes, increasing both support and opposition. Across outcomes, engagement with energy issues is central—climate concern and prior behavioural or technological engagement increase awareness, polarise attitudes, and raise willingness to provide flexibility, while greater exposure to electricity costs is associated with stronger opposition, indicating that price awareness might heighten sensitivity to risk and bill uncertainty rather than fostering acceptance. In contrast, respondents report comparatively high openness to flexibility when it is framed in general terms rather than explicitly linked to dynamic pricing contracts. Median willingness to shift electricity consumption manually is high (71%), while willingness to allow automated or external control is more moderate (50%), but engagement is highly conditional, with respondents reporting a median required cost saving of around 30%. • Awareness of dynamic pricing is low, only 12.6% report being well informed. • Majority remain ambivalent, ∼70% express a “maybe” stance. • Awareness polarizes attitudes, increasing both support and opposition. • Flexibility accepted in principle, but not via dynamic pricing contracts. • Median required cost savings for flexibility are around 30%.