All talk, no shift: Monetary Incentives and the Intention-Behavior Gap in Energy Consumption
(A2026-134055)

AUTHORS

Anja Janoschka, Institute of Communication and Marketing, Lucerne School of Business; Larissa Dahinden, Institute of Communication and Marketing, Lucerne School of Business; Guido Kniesel, Lucerne School of Engineering & Architecture. IHome Lab. Switzerland.; Leonie Meyer, Institution of Communication and Marketing

ABSTRACT

Time-of-use pricing models aim to incentivize consumers to shift energy consumption away from peak periods. This study investigates the factors motivating behavioral change in response to time-of-use pricing. Using a sequential mixed-methods design, we conducted qualitative interviews to identify relevant benefits, followed by a quantitative survey to test effects on usefulness and intentions. Results show that monetary benefits, ecological benefits, and increased independence predict usefulness, which in turn influences intentions to shift energy consumption to off-peak times. However, the analysis of energy consumption data reveals an intention-behavior gap. Although intentions were high, the monetary benefit failed to change behavior, resulting in minimal observable change. We conclude that, in this context, tariffs intended solely to provide monetary benefits are insufficient to drive meaningful change. We therefore suggest additional value propositions and behavioral triggers to bridge the intention-behavior gap.