Residential demand response empowers the role of electricity consumers by allowing them to change their patterns of consumption, which can help balance the energy grid. Although such type of management is envisaged to play an increasingly important role in the integration of renewables into the grid, the factors that influence household engagement in these initiatives have not been fully explored in Japan. This study examines the influence of interpersonal, intrapersonal, and socio-demographic characteristics of households in Yokohama on their willingness to participate in demand response programs. Time of use, real time pricing, critical peak pricing, and direct load control were considered as potential candidates for adoption. In addition, the authors explored the willingness of households to receive non-electricity related information in their in-home displays and participate in a philanthropy-based peer-to-peer energy platform. Primary data were collected though a questionnaire survey and supplemented by key informant interviews. The findings indicate that household income, ownership of electric vehicles, socio-environmental awareness, perceived sense of comfort, control, and complexity, as well as philanthropic inclinations, all constitute drivers that influence demand flexibility. Finally, policy recommendations that could potentially help introduce residential demand response programs to a wider section of the public are also proposed.
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