What motivates smart meter adoption? Evidence from an experimental advertising campaign in Germany

Motivating individuals to engage in transformative behaviors aimed mitigate the adverse effects of climate change seizes be a large challenge environmental social science. In particular, remains unclear how best promote uptake novel, digital technologies when it comes efficient energy management. To contribute this challenge, present Perspective investigates factors associated with customers’ interest smart meters, based on an exploratory pilot field experiment Germany (n = 4,147 clients German firm). Specifically, we set up online and vary arguments emphasized towards its actual customers (medium customers) that speak favor using meter advertising campaign initiated by firm. We find are particularly interested technology they learn may enable them realize savings (as compared environmental, technological or legal reasons). This result crucially adds contrary results emphasizing moral (i.e., environmental) motives, suggesting detrimental shift focus away from financial motives promoting market, particular among medium consumers energy.