Willingness to share information for energy efficiency: exploring differences and drivers across the Nordic countries

BACKGROUND: There is growing attention and policy debate about the sharing of personal information that the modernization of electricity grids requires. This is particularly important for big data management in smart grids that needs access to data generated and sent through devices such as smart meters. Using the Nordic Countries as a case study, this study investigates the willingness of people to share personal information for energy efficiency. The study builds upon data from the Eurobarometer survey and binary logistic regressions. RESULTS: Nordic countries exhibit a higher willingness to share personal information compared to the rest of the EU countries. However, despite high levels of concern for climate change and other pro-environmental attitudes found overall among Europeans, the willingness to share personal information is not as prevalent and is still mainly shaped by socio-demographic features such as gender and age. Key predictors also included climate change perception and congruence of citizen engagement with environmentally friendly behaviors. Several contextual and market-specific issues framing these findings are discussed (e.g., trust, energy use). CONCLUSIONS: Even when high levels of pro-environmental attitudes in certain countries are found, let alone the Nordics, this does not mean people are willing to share personal information that would support pro-environmental energy efficiency behaviors and policies.