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Purpose: The purpose of the study is to examine households attitudes and commitment to demand side flexibility as well as the various actors perceptions of the division of responsibilities in the electricity market and the information available to households.

Research questions:                  

– What are the main factors for private electricity customers to be able to contribute with demand side flexibility to the electricity system?

– What challenges and opportunities can be identified with increased demand side flexibility?

Method: The study was based on an abductive approach, where the collection of primary data is of a quantitative and qualitative nature. The qualitative part was collected through 9 semi-structured interviews with actors linked to the electricity market. Collection of quantitative data was done through a survey aimed at households with a total of 110 respondents. The results of the data collection have been analyzed thematically together with the theoretical framework.

Conclusions: The main factors for increased demand flexibility are, firstly, a clear division of responsibilities between authorities, households and other players in the electricity market. Secondly, well-developed information channels are required that can be made possible through new technology. Finally, an electricity market is required that allows new actors such as an aggregator. The challenges include engaging households, currently low profitability for demand side flexibility and a set of regulations and tariffs that are lagging behind in development. The opportunities are future changes in the electricity price that speak in favor of increased profitability for demand side flexibility and a change to more dynamic and flexible electricity network tariffs.