Measures introduced due to pollution and climate change are transforming the role of the classic customer into an increasingly active one. This is made possible by advanced services of green transition that aims to reduce pollution and promote sustainable energy use. In the process of green transition, understanding customer behaviour is crucial in planning new mechanisms for the efficient use of electricity. On that note, we have developed a model using an agent-based modeling technique that addresses the behaviour of the prosumer while using the demand shifting technology. Besides modeling the mentioned technology the developed model also takes into account the social connections between prosumers and their communication. Such performance is achieved by implementing a behaviour diffusion mechanism and decision logic based on goal-framing theory. In addition to the efficiency of the used technology, the results of the model also represent the speed of adaptation at which, prosumers accept this service.
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