Communication strategies and consumer acceptance of utility-controlled heat pumps and electric vehicles

Persuading end users in utility-controlled operation of heat pumps and electric vehicles (EVs) charging is challenging. In this study, we designed a randomized control trial in which the utility communicated the rationale for deploying direct load control programmes of heat pumps and EVs framed in terms of environmentrelated (supporting integration of renewables to fight climate change) or grid-related purposes (helps managing the grid) to two groups. The results indicate that the rationale of 'grid-related purposes' resonated more with respondents, with higher acceptance for both devices. We highlight determinant perceptions towards the rationales and (mis)alignments in motivations and propose communication strategies.