New markets for local, renewable, or affordable energy? A segmentation analysis to identify consumer preferences for decentralized energy markets

Local Energy Markets (LEMs) allow direct citizen involvement in energy production and trading. A study surveyed 636 Swiss electricity consumers using choice-based conjoint analysis to explore preferences for various LEM characteristics. Three consumer segments emerged: 'Renewable energy enthusiasts' (42 %), interested in energy mix and community PV investment; 'Price sensitives' (30 %), driven mainly by costs; and 'Uninvolved' (28 %), focused on energy mix but hesitant about PV investment. Demographic and psychological variables helped characterize these segments, suggesting tailored communication strategies to boost participation in future energy markets. Communication strategies should focus on ‘Renewable energy enthusiasts’ segment and should emphasize environmental benefits and community engagement to leverage their high motivation for involvement.