The energy sector is in transition to a flexible and sustainable energy system based on renewable energy sources. This complex transition is affecting multiple levels in the sociotechnical system. One driver of the transition is climate change that enforces the policy push from the macro level to change the way energy is produced, delivered, and used. As part of the energy system evolution, the role of the end user in the energy sector is undergoing profound changes, and consumers are increasingly being empowered to participate actively in the production and use of energy. This article investigates how policies might affect consumers’ interests in becoming prosumers of energy. We explore consumers’ attitudes toward using renewable energy technologies (RET) by means of an empirical consumer survey that was conducted in five European countries. The partial least squares structural equation modeling (PLS-SEM) method was utilized to analyze the survey results. Our findings suggest that both economic and non-economic policies affect consumer attitudes toward using renewable energy technologies. We conclude that policies have different effects on consumers and prosumers, who have already made the decision to adopt renewable energy solutions. Based on the findings, we propose a set of policy and managerial implications.

Climate change is putting pressure on governments, policy makers and international organizations to increase energy efficiency and move towards using renewable energy sources. To meet growing need for energy and at the same time comply with ecologic and economic demands, the energy market structure is slowly transitioning from a centralized system to more interactive and decentralized model based on Smart Grid technology in which also end users may play a role as prosumers i.e. as producers and consumers of energy. Different scenarios exist for the level of prosumer participation in the future flexible energy ecosystem. In this paper, we propose a framework for Prosumer centric Digital Energy Ecosystem based on Smart Grid technologies, decentralized energy production using renewable energy sources and complex network of new and incumbent actors, business models and processes.