• Masatoshi Kaimasu Kobe Women's University, Japan



Renewable Energy, AHP, Liberalisation, Japanese Consumers Preference


The electricity market in Japan was liberalized in 2016. Consequently, consumers in Japan have options to choose preferred electricity retailers. Some electricity retailers specialize for environmentally friendly renewable energy (RE).  RE is regarded as reliable and safe after the Great East Japan Earthquake in 2011. In addition, in the 5th Basic Energy Plan, the Japanese government attempts to raise RE for 22 to 24 % of all energy sources by 2030. However, supplies from RE destabilizes the grid operations. Nuclear power plays significant role in the smooth grid operations. The Japanese government regards nuclear power as one of the substantial energy sources due to Japan's energy policy. Japanese Power utilities also attempt to supply electricity from nuclear power plants. There are some benefits, economically and technologically.  However, nuclear power has negative impacts on reliable and safe. In the Analytic Hierarchy Process (AHP) survey, the respondents put reliable and safe as the highest priority. Nuclear power is not acceptable to consumers. This implies gaps between demand and supply sides. This paper examines the preferences on both sides and clarifies the gaps. In addition, some possible solutions, e.g., distributed micro-grids and batteries, could be narrow the gaps.


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How to Cite

Kaimasu, M. (2020). CONSUMERS’ ELECTRICITY CONSUMPTION BEHAVIOUR AND POWER UTILITIES’ PREFERENCES. Review of Behavioral Aspect in Organizations and Society, 2(1), 1-14.