To stimulate the flexible behaviour of the electricity consumers, various approaches exist. In the thesis we have investigated the approach for stimulation of consumer elasticity through the modulation of the consumer electricity price using the agent-based model. A new modelling approach of dependency of consumers through variable reference price is presented. Variable reference price is based on the contract price between the customer and the supplier who is buying electrical energy on wholesale market. Variable reference price is composed of the price of used energy and the price of consumers’ adaptability. The thesis contains a brief overview of the demand side integration, day-ahead market, and agent modelling. We propose a method of calculating variable reference price based on a function of hourly difference between planned and actual electrical energy consumption and planned and actual power. The method was tested for three different function types on simplified market model wi
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