The transformation process towards energy effi cient technologies and a carbon constrained energy system implicitly requires that consumer choices are not only infl uenced by individuals but also by ocietal objectives such as mitigating climate change. Such a “smart” purchase decision is seen as a citizen choice process, also including societal and ecological aspects in the decision function. Hence, the challenge is to convey a new social norm for appropriate energy technologies that are guiding citizens’ choices
Ulli-Beer et al. (Tue,) studied this question.