Understanding undergraduate students’ perceptions of dynamic
pricing policies: An exploratory study of two pilot deliberative
pollings (DPs) in Guangzhou, China and Kyoto, Japan
Daphne Ngar-yin Mah
a, b, *
, Victor Lam
a, b
, Alice Siu
c
, Hua Ye
d
, Seiichi Ogata
e
,
Yun-Ying Wu
f
a
Department of Geography, Hong Kong Baptist University, Hong Kong
b
Asian Energy Studies Centre, Hong Kong Baptist University, Hong Kong
c
Center of Deliberative Democracy, Stanford University, USA
d
Department of Sociology and Social Work, Sun Yat-sen University, Guangzhou, China
e
Graduate School of Energy Science, Kyoto University, Japan
f
School of Materials Science and Engineering, Hanshan Normal University, China
article info
Article history:
Received 6 March 2018
Received in revised form
17 July 2018
Accepted 26 July 2018
Available online 1 August 2018
Keywords:
Smart grids
Dynamic pricing
Public perception
Deliberative participation
Undergraduate students
Asia
abstract
Smart grids (SGs) are being deployed as a transformational technology in energy transitions. However,
negative consumer responses to both smart meters and new pricing systems indicate that building public
acceptance of these transitions is critically important. Deliberative Pollings (DPs) offer the potential to
effectively integrate public perceptions into energy transition decision-making. Most deliberative
governance studies focus on western countries and very few examine the Asian context. This paper
presents an exploratory study of undergraduate students' perceptions of dynamic pricing options in two
pilot DPs conducted in the cities of Guangzhou and Kyoto. The study indicates that deliberative processes
yield mixed outcomes in changing participants' choice of pricing options. While many welcomed new
pricing options, a significant number supported status quo options. Second, the normative mechanisms
and outcomes of deliberative participation seem to apply in the Asian context. DP appears to enhance
participants' acceptance of complex and sophisticated pricing options. Dialogic processes enhanced the
participants’ ability to understand complex issues and weigh up trade-offs when comparing options.
Third, national level contextual differences associated with public distrust and familiarity with market
logic may explain the differences in responses between Chinese and Japanese participants. We argue that
complex and controversial energy decision-making needs to be supported by deliberative participatory
processes to enable citizens to make informed and considered choices.
© 2018 Elsevier Ltd. All rights reserved.
1. Introduction
Climate change concerns, rising energy costs, and the risks
associated with nuclear power have heightened the urgency of a
transition to a low-carbon future. By applying advanced informa-
tion technology to modernise existing electricity networks, smart
grids (SGs) are seen as an enabling technology to realise energy
transitions through extending the choice of energy options on both
the supply-side (e.g. major uptake of renewable energy sources)
and demand-side (e.g., demand-side management (DSM)). They are
increasingly being adopted and implemented in both developed
and developing economies (e.g. the US, South Korea, Japan, and
China). These trends have become even more pronounced in recent
years since the Fukushima nuclear accident in 2011.
In this context the role of residential electricity consumers has
become increasingly significant. In the literature on energy tran-
sitions, dynamic pricing systems are attracting growing attention
as mechanisms to realise the vast untapped potential of DSM
(Barton et al., 2013). In contrast to traditional flat-rate systems, in
dynamic pricing systems electricity prices vary across time. Dy-
namic pricing may therefore induce consumers to reschedule their
* Corresponding author. Department of Geography, Director, Asian Energy
Studies Centre, Hong Kong Baptist University, 12/F, Academic and Administration
Building, 15 Baptist University Road, Kowloon Tong, Hong Kong.
E-mail address: daphnemah@hkbu.edu.hk (D.N.-y. Mah).
Contents lists available at ScienceDirect
Journal of Cleaner Production
journal homepage: www.elsevier.com/locate/jclepro
https://doi.org/10.1016/j.jclepro.2018.07.255
0959-6526/© 2018 Elsevier Ltd. All rights reserved.
Journal of Cleaner Production 202 (2018) 160e173