Conference paper information

Effective Value Propositions for Engaging Consumers in Flexibility Services

V.K. Moreno, E.C. Ormeño-Mejía, I. Hernando-Gil, C. Valor

13th Sustainable Places Conference - SP 2025, Milano (Italy) Online. 08-10 October 2025

Spanish layman's summary:

Este trabajo analiza la resistencia de los consumidores a participar en esquemas de flexibilidad, un reto para los agregadores. Basado en entrevistas y el Value Proposition Canvas, revela que la motivación surge de incentivos económicos, ambientales y de cuidado, con ingresos, automatización y activos clave.

English layman's summary:

This paper explores consumer reluctance to join flexibility schemes, threatening aggregator models. Using interviews and the Value Proposition Canvas, it identifies economic, environmental, and care-based incentives. Findings show that money, automation, and asset care drive engagement.

Keywords: value proposition, flexibility services, residential consumers

Publication date: 08-Oct-2025.

Citation:
V.K. Moreno, E.C. Ormeño-Mejía, I. Hernando-Gil, C. Valor, "Effective Value Propositions for Engaging Consumers in Flexibility Services", presented at 13th Sustainable Places Conference - SP 2025, Milano, Italy, 08-10 October 2025

Research topics:

The consumer in green transitions: adoption, diffusion and social change

Research groups:

Instituto de Investigación Tecnológica (IIT)
Empresa, economía y sostenibilidad (E-SOST)

ODS:

Goal 7: Affordable and clean energy
Goal 12: Responsible consumption and production

IIT-25-248C_abstract

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