Abstract
Despite the importance of demand response, there has been little exploration of its potential impact on the individual or society. To address this gap, semi-structured interviews were conducted with 21 households in the south of England, in which two demand response vignettes were presented: peak pricing and remote demand control during critical peaks. Peak pricing was seen as inequitable, burdening the less affluent, the less healthy, families and working mothers. Adverse societal outcomes may result from peak pricing, with potential for disruption of time-dependent household routines including the socially vital ritual of family mealtimes. Householders perceived their peak-time consumption to be determined by society’s temporal patterns and not within their control to change. Third-party control in demand side management was perceived to contravene householders’ rights of control inside their homes. Alternative approaches to shifting peak demand, which combine technological, economic and socio-psychological insights, are considered.