Electric utilities in the U.S. struggle to meet peak demand, especially for utilities with abundant solar or wind energy. They must either increase electricity supply or reduce demand to meet the need. This doctoral research explores the demand reduction aspect. In an industry with low customer-centric engagement, this research asked what factors contribute to U.S. residential electric utility customers intention to voluntarily curtail electricity demand (kW) at their primary residence, limited to early evening peak demand. A quantitative exploratory methodology was employed by administering a cross-sectional survey design. This research examined 35 hypothesized relationships using the Theory of Interpersonal Behavior and the Theory of Planned Behavior as a theoretical framework. Residential utility customers were the unit of analysis and observation in this 23-construct quantitative study. Following the four-phase methodological rigor demonstrated in Straub (1989), all phases used the researcher developed, self-reported, online survey questionnaire. Online crowdsourcing recruited Phase 3 & 4 participants. To test the effects of three independent variables, eight moderators, four three-way moderators, and five mediators on our intention variable - hierarchical linear regressions were performed on each hypothesized relationship, using 427 geographically diverse participants. The results revealed 17 significant, 11 non-significant, and 7 untested relationships. We found that increasing customers' Attitude, Subjective Norms, Personal Moral Norms, Perceived Behavioral Control, and Affect contribute to their intention. Increasing these constructs can be effectuated by increasing the individuals' Environmental Awareness and Electricity Savings Knowledge while lowering their Energy Concerns. Considering the moderating role of Personality (two of the five factors) and Habits, strategic and comprehensive campaigns will benefit electric utilities. The resultant model helps readers comprehend the complex interactions between these relationships and emphasizes the pragmatic value of both significant and non-significant findings. Research limitations and future research considerations are included. Electric utilities are encouraged to experiment with the research findings as a customer-centric early evening peak demand strategy. Utilities have a formidable, yet under-utilized, resource in addressing the growing peak demand challenge – their very customers' hearts and minds. It's time to get from behind the meter and into the mind!
