In much of the literature it is suggested consumers act rationally
when provided with information and choice. Increased exposure to
information is expected to increase awareness and knowledge,
resulting in a reduction in consumption (Jackson, 2005). However,
such approaches have lacked explanatory power; with Hargreaves
et al. (2010), Lutzenhiser (2008) and Shove (2010) recently suggesting
this may be due to their failure to consider the broader social and
cultural factors that influence people's energy use and shape their
practices.