This thesis aims to examine how well Jämtkraft’s customers understand and respond to dual price signals, more specifically a grid fee and a retail electricity charge. Demand-side flexibility is often highlighted as a key solution to meet future challenges in the electricity grid. However, for such flexibility to be effective, consumers need to understand how to interpret price signals and have the ability to act accordingly. This study therefore investigates the extent to which consumers comprehend and are able to respond to these signals.

The thesis is based on a survey distributed to three customer groups: those who are both grid and retail electricity customers, those who are only grid customers, and those who are only retail electricity customers at Jämtkraft. The results show that overall understanding of dual price signals is limited among consumers. The group with only a grid contract at Jämtkraft performed the best, likely because they had actively chosen their electricity supplier and were therefore more engaged. The study also finds that several background factors significantly influence consumers’ ability to interpret and respond to price signals.