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Nowadays electricity trading and supply are evolving rapidly due to the digitalization of the electricity industry. This evolution is also generated by the development of many new business models in the field and also by new technologies in the form of smart meters, smart grids, smart homes, demand response, artificial intelligence, peer-to-peer trading, Internet of Things or Blockchain. All these technologies together have a huge contribution to the field of electricity and jointly create the digitalization of the electricity generation, transportation, supply and trading. The aim of the research paper is to determine the degree to which consumers agree to work with an Aggregator to implement demand response. In addition, we have an interest in searching what makes them more attractive to electricity prosumers and consumers (both households and industry) as well as identifying those triggers which make electricity consumers or prosumers to start utilizing them. We have to bear in mind that Demand Side Management besides offering incentives and monetary benefits also assists end consumers and prosumers in energy management in the meaning of decreasing energy wastes and increasing the level of optimal generation and consumption. Beyond the above mentioned facts, the focus is on the decrease of carbon dioxide emissions generated by pollutant fossil fuel electricity generation and positively affecting global warming, without endangering the proper functioning of electricity systems. Education and awareness have a huge role in achieving a more rational, optimal and conscious consumption of electricity through Demand Side Management. The issue has to be raised to the level of importance and acceptance similar to what recycling of other recyclable materials have nowadays, such as paper, plastic, various metals and glass.

The role of Aggregators in DSM in the context of Business Digitization