Consumers, Society and V2G
The current understanding of vehicle-to-grid from a consumer perspective is quite limited, perhaps unsurprising considering the novelty of the technology. This chapter first describes the ambivalence and overall limited awareness that consumers have towards vehicle-to-grid, and then employs three sociotechnical theories to gain a prospective understanding on how consumers will move forward. These three theories, diffusion of innovation, the social construction of technology, and the multi-level perspective, form a foundation for understanding the role of users in a transition to vehicle-to-grid systems. With this conceptualization in mind, the chapter then proffers five means of increasing consumer knowledge and acceptance: encourage user-made innovations and tinkering, accrue user experience, targeted information campaigns, involve users in pilot projects, and finally promoting the social status aspects of vehicle-to-grid.
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