Perceptions of societal risks and cultural ideals are expected to partake in attitudes towards the digitalized grid with dynamic prices, whence reliance on automated systems is feasible. Moreover such potential changes in the consumers’ lives confront them with environmental, economic, and technological norms and orientations. The aim is to probe Cultural Theory (CT) constructs’ usefulness in understanding consumers’ trust influence in intention to rely upon dynamic prices to consume off peaks, when presented with several possible auxiliary technologies which could be used at home. CT theory predicates different groups’ risk perceptions and polarized attitude to solutions to environmental problems. Trust literature highlights the perception of similarity in values and intentions with other agents. Trust in IT technology literature focuses upon cognition and affect towards specific technologies, acknowledging several orders of factors, such as individual propensities, and perception of societal supporting forces impending upon a particular context. The ensuing picture is that of multiple determination, openness to meanings and viewpoints. Respondents were 571 consumers enrolled in a market firm, were given descriptions of dynamic prices grid and several auxiliary technologies, and answered a questionnaire comprising trust in several targets and intention. The study analyses myths about nature and risks perception, employs these measures to segment the sample, assess differences among clusters in trust in agents, trust technology and intentions of adhering to dynamic tariffs, and estimates predictive models of the latter variable. Willingness to adhere was predicted by different trust phenomena, spanning from expectations about the specific devices, to generalized trust in technology and beliefs about situational societal assurance. Trust in technology emergedas the most important and trust in agents was not represented. Would this outcome change for groups with different cultural orientations? In the sample, perceptions of environmental, economic and social conflicts concerns correlated with myths about nature significantly in an interpretable direction. Segmentation yielded 8 clusters, a few only matched Cultural orientations constructs. Willingness to adhere was lower in one cluster. It had uniform low concerns, and slight endorsement of nature as fragile. Although beliefs about the specific technology featured as the most predictive, the clusters differed in the kind of specific device where trust mattered, from the use of a monitor, to an automated method. Societal support represented by the belief that progress in law and society made it normal this kind of application was significant predictor for some groups. Trust in agents was significant for two groups, but for one it was trust in consumer support organizations and for the other, it was trust in Energy provider. Myths and concerns with risks showed significance in a few clusters, but in differing directions. The significance of the orientationsin regard to adhering to dynamic tariffs does not appear to be uniform, and different orders of concerns predict willingness.Thus, groups with different orientations were found to be willing to adhere to dynamic tariffs and consume off peaks.
