UCL Discovery
UCL home » Library Services » Electronic resources » UCL Discovery

Tailored emails prompt electric vehicle owners to engage with tariff switching information

Nicolson, M; Huebner, GM; Shipworth, D; Elam, S; (2017) Tailored emails prompt electric vehicle owners to engage with tariff switching information. Nature Energy , 2 , Article 17073. 10.1038/nenergy.2017.73. Green open access

[img]
Preview
Text
Nicolson-M_tailored emails prompt_tariff_.pdf - Accepted version

Download (487kB) | Preview

Abstract

The carbon intensity of the electricity used to charge an electric vehicle (EV) is dependent on when in the day charging occurs. However, persuading EV owners to adopt incentives to charge during off-peak hours is challenging. Here we show that governments could exploit the ‘window of opportunity’ created when people purchase their first EV to promote time-of-use tariffs. Email recipients (n = 7,038 EV owners) were more likely to click-through to an information webpage when the email emphasized specific reductions in home-charging costs versus general bill savings. However, the ‘window of opportunity’ for maximizing potential adoption is short; email open rates declined from over 70% immediately after purchase to 40% for recipients owning their EV for over three months. These results demonstrate the potential of prompts to change behaviours for which opt-out enrolment (where enrolment is automatic unless people explicitly opt out) would be unethical or less effective.

Type: Article
Title: Tailored emails prompt electric vehicle owners to engage with tariff switching information
Open access status: An open access version is available from UCL Discovery
DOI: 10.1038/nenergy.2017.73
Publisher version: http://dx.doi.org/10.1038/nenergy.2017.73
Language: English
Additional information: This version is the author accepted manuscript. For information on re-use, please refer to the publisher’s terms and conditions.
Keywords: Energy and behaviour; Policy; Psychology and behaviour
UCL classification: UCL
UCL > Provost and Vice Provost Offices
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of the Built Environment
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of the Built Environment > Bartlett School Env, Energy and Resources
URI: https://discovery.ucl.ac.uk/id/eprint/1557292
Downloads since deposit
176Downloads
Download activity - last month
Download activity - last 12 months
Downloads by country - last 12 months

Archive Staff Only

View Item View Item