The document summarizes the results of surveys and focus groups conducted with American consumers about their attitudes toward energy efficiency and conservation. It finds that while consumers say they care about energy efficiency, their actions do not always reflect this. Consumers view terms like "energy efficiency" and "green" as code for more expensive. The document also notes that consumers are often misinformed about the causes of climate change and energy use. It concludes that messages about energy efficiency must focus on deeper benefits like comfort and promise savings, while also providing education to consumers without overwhelming them.