New article in Energy Policy

This paper reveals that public awareness of dynamic electricity pricing in Austria remains strikingly low, with nearly half of respondents unfamiliar with the concept and only a small minority feeling well informed.

Despite growing policy interest in flexible energy use, attitudes among Austrians are marked more by uncertainty than clear support or opposition. Around 70% of respondents expressed a tentative “maybe” stance, while only about 14% were clearly in favor and 16% opposed.

The study highlights that personal engagement with energy and climate issues plays a key role. People who are more concerned about climate change or already involved in energy-saving behaviors are more aware and willing to adapt—but also more polarized in their views. Meanwhile, those more exposed to electricity costs tend to be more resistant, suggesting that concerns about price volatility and financial risk may outweigh potential benefits.

When flexibility is framed more broadly—without direct reference to pricing schemes—public openness increases. A strong majority (71%) say they are willing to manually shift their electricity use, while about half are open to automated or externally controlled adjustments. However, this willingness comes with conditions, with respondents typically expecting cost savings of around 30% to participate.

The findings suggest that while there is potential for demand-side flexibility, public communication and policy design will be crucial in addressing uncertainty, risk perception, and trust.

The paper is a result of an interdisciplinary collaboration between researchers within UUniCORN.