Analiza zachowania prosumentów na rynku energii i segmetacja konsumentów
[Analysis of prosumer behavior in the energy market and consumer segmentation]

Edyta Ropuszyńska-Surma, Magdalena Węglarz (ZIRO, PWr, Wrocław)


Basing on the results of a research survey, household (consumer) segments are 
defined according to different factors. The most important factors influencing 
the installation of renewable energy sources (RES) are: availability of a flat 
area, expenditures on electricity, family size, and respondent's sex. The 
importance of these factors is verified by a Chi-square test. We also measure 
the correlation between households' willingness to install RES and their 
pro-ecological and pro-effectiveness behaviors. To our best knowledge, this is 
the first study on energy consumer segmentation according to respondent's sex, 
age, floor area, education and average expenditures on electricity. Six segments 
of households are defined, for which we conduct an analysis of: (1) their energy 
awareness, (2) their pro-ecological behaviors, such as switching off the lights, 
sorting rubbish, utilizing electro-rubbish, and (3) pro-effectiveness behaviors, 
such as washing or ironing at particular times, using eco-options in washing 
machines, having LED bulbs or A+++ home appliances.