Research On Farmers’ Willingness To Adjust Flexible Energy Use Under The Background Of Rural Energy Reform

Promoting the low-carbon,clean and efficient utilization of rural energy plays an indispensable role in achieving the double-carbon goal,so the importance of the promotion and application of renewable energy has become increasingly prominent.With the progress of rural energy reform,farmers have new demands for energy use.However,the target customers of existing energy enterprises are mostly concentrated in parks and industrial enterprises with large and concentrated energy use,and the clean energy use in rural areas has been neglected for a long time.When the energy supply mode is changed,farmers should adjust the energy use behavior they are used to in the past,including the adjustment of equipment use intensity and use time.This kind of flexible energy adjustment willingness of farmers is crucial for small energy companies to develop the renewable energy market in rural areas.This paper mainly includes the following three research contents:(1)Questionnaire survey and statistical analysis of farmers’ willingness to adjust flexible energy use.Firstly,we designed the questionnaire and conducted research.The questionnaire is mainly composed of two parts:the basic energy use situation,and the flexible energy use adjustment willingness and influencing factors.Secondly,analyzed of the energy use status of farmers,including the types of energy use and the frequency of different energy use behaviors.Finally,the measurement and analysis of farmers’willingness to adjust flexible energy use is carried out.Research indicates that:farmers use a variety of energy types for cooking,space heating,and domestic hot water.The proportion of farmers who choose to use peak-valley rate electricity price,building photovoltaic systems and maintaining the original flat-rate electricity price is 45.22%,22.89%and 31.89%respectively.Among them,the two types of farmers who choose to build photovoltaic systems and maintain the original flat-rate electricity price show the strongest and weakest willingness to adjust flexible energy use for various energy use behaviors,respectively.(2)Exploring the mechanism of the factors influencing farmers’ flexible energy use adjustment willingness.Firstly,using bibliometrics to screen the influencing factors.This study used social capital and polices and regulations to expand the theory of planned behavior,then using the expanded theory of planned behavior to more comprehensively analyze farmers’ willingness to adjust their flexible energy use.Secondly,a structural equation model is established,and the multi-group analysis method is used to compare the differences in factors influencing the willingness of farmers to adjust flexible energy use in different scenarios.Finally,the moderating effect of polices and regulations on farmers’ willingness to adjust flexible energy use is further explored.Research indicates that:attitude and perceived behavioral control have different mechanisms on the three types of farmers’ willingness to adjust their washing machine using time,electric scooter charging time and air conditioner setting temperature.Social capital will significantly affect farmers’ attitudes and perceived behavioral control of willingness to adjust flexible energy use,but the impact mechanism is different for different farmers.The willingness to adjust flexible energy use of farmers who choose to build photovoltaic systems will be significantly affected by polices and regulations,while farmers who choose to use peakvalley rate electricity price and maintaining the original flat-rate electricity price are not.(3)Proposing a business model for the development of small energy companies in the rural market.Firstly,we sorted out the existing rural energy supply and demand structure.Secondly,based on the research and analysis results of farmers’ willingness to adjust their flexible energy use,the business model of small energy companies’development in the rural market is proposed.The research results show that small energy companies can improve the business model of B2C development in the rural market from three aspects:providing a variety of energy service packages,installing distributed photovoltaic systems,and disclosing farmers’ information about power generation and grid connection.