This paper deals with a power demand-supply management based on negawatt trading, and the purpose of this research is to keep demand supply balance and to minimize the social cost of negawatt trading, balancing generator, and power flow. In this research, consumer and Independent System Operator (ISO) participate in the electricity market, and each consumer acts based on Regret Matching which is one of the learning algorithms. Furthermore, as the incentive design of negawatt trading, we consider strategy-proofness and individual rationality using VCG mechanism design. Then, we propose a novel negawatt trading algorithm based on Regret Matching and VCG mechanism design. Finally, simulation results show the effectiveness of the proposed algorithm.54 7 2018 7 619 1 15 lim k→∞ D k ic (x, y) = s∈S:s ic =x ψ(s) uic(y, s−ic) − uic(x, s−ic) 15 15 9 3. 2 ISO t 7 ISO SC(t)hic(ρ−ic) 34 uic(ρic) = max ρ,s b ,θ i∈A c∈C i −ΔŨic(ρi) − C(s b , θ) + j∈M −ic ΔUic(ρ−ic,j) + C(s −i,b , θ −ic,l ) 36 = max ρ,s b ,θ i∈A c∈C i −ΔŨic(ρi) − C(s b , θ) − j∈M −ic −ΔUic(ρ−ic,j) − C(s −i,b , θ −ic,l )