This paper aims to fill a research gap in the area of consumer-citizen attitudes to business models for decentralized energy storage, at the level of households and buildings. The study focuses on the interaction of such attitudes and their underlying motivation factors with socio-cultural, contextual factors. Self-determination theory (SDT) is used as a theoretical framework, to connect interpersonal and contextual factors, addressing the question of how contexts influence the motivation to support energy storage. Drawing on SDT, this study examines the role of autarky (independence from the energy system), autonomy (control over energy management) and relatedness (degree of sharing required) in this regard, embedded and interpreted in the socio-cultural local context of two demonstration sites in Sweden and Portugal. A mixed method approach is used. Quantitative survey data provides information on local social and cultural dimensions, followed by stakeholder consultation workshops that elicit participants’ views on different models of decentralized energy storage. The findings raise questions of how to improve autarky and autonomy for prosumers, while keeping the need for time investment low and provide flexibility regarding the required degree of interaction between prosumers. Implications for business models and policy support for citizen-centered sustainable urban energy systems are derived.