Since the decarbonization of the electricity sector through the integration of more renewables will imply infrastructural challenges (e.g., renewable energy intermittency), there is need to maintain a balance between supply and demand. To that end, my research project will focus on how to develop a more efficient use of the grid to enable electrification and increased use of renewable energy, with a particular focus on the island of Gotland. Thus, I will investigate the social potential for demand flexibility by focusing on the institutional and behavioral factors influencing consumers. Among other things, this involves measuring their awareness and conducting a systematic analysis of drivers (e.g., social norms, environmental concern) and barriers (e.g., lack of knowledge, lack of control) towards a more efficient energy use.