Conference Agenda

Demand Response (DR) has been traditionally a cost-effective strategy for peak shaving, aimed at reducing high production costs and inefficient infrastructure investments required to manage peak loads. However, in the climate crisis era, DR is increasingly recognized as a key strategy for integrating renewable energy by mitigating its intermittency and variability. Ensuring sta- ble renewable integration requires aligning demand with irregular supply, not only by reducing consumption during peak hours but also by increasing electricity usage during periods of surplus generation. To examine how consumers respond to both electricity usage reduction and increase requests under an incentive-based DR strategy, our study conducts a field experiment with 272 apartment residents in Jeonju, South Korea, adopting the experimental design of Andersen et al. (2019) and incorporating pre- and post-experiment surveys. Findings confirm that participants adjusted their electricity consumption in the requested direction. Notably, usage-increasing DR shifted consumption from adjacent time slots, while usage-reducing DR deferred usage to adjacent time slots, maintaining overall daily electricity consumption. DR effectiveness varied by time slot and appliance type, with usage-reducing DR most effective during high-load periods and usage- increasing DR peaking between 1–7 p.m., aligning with solar generation hours. This suggests that bidirectional DR can serve as a valuable tool for demand-side management. Among appliances, LED lighting, coffee makers, and dishwashers contributed significantly to both usage-increasing and usage-decreasing DR, while a greater variety of appliances contributed to usage-increasing DR than to usage-reducing DR.