Diffusion of Innovative Energy Services: Consumers’ Acceptance and Willingness to Pay consolidates research in the diffusion, adoption and acceptance of Innovative energy services (IES), including dynamic green electricity tariffs, small-scale energy generators, and smart metering information systems among residential electricity consumers. The book addresses consumer awareness, acceptance and engagement towards smart technologies, focusing on the ‘willingness to pay’ for IES. Chapters address findings from field experiments, pilot programs and simulation methods such as agent-based modeling. Case studies involve various countries and continents, with a focus on modern, pro-environmental and sustainable economies, where IES are offered.
Policy recommendations, tools and interventions as well as behavioral strategies conclude the work.

• Consolidates and integrates key findings across economic, behavioral and social elements of IES diffusion
• Addresses the economic appraisal of IES, covering consumers’ willingness to pay and the intention-behavior gap phenomenon
• Reviews current literature regarding consumers’ acceptance and engagement towards IES based on filed experiments, pilot programs, modelling and simulation
• Provides policy recommendations, marketing tools and interventions as well as the behavioral strategies necessary to enhance IES market position alongside climate policy goals