Information provided by policy makers is only a small part of the consumers' information environment and it competes for consumers' attention with several other sources of information (Aspegren 2002). Advertising, media communications and the information gained from daily interactions and the physical environment are much more influential and visible to consumers than any individual public information campaign. Consumers are also overloaded with information, and hence, the impact of public campaigns is limited from the outset Some studies demonstrate that people in consumer societies can be exposed to up to 3,000 advertisements per day (de Graaf, Wann etal. Some behaviour, such as large investments, involve more information processing, whereas most daily behaviours, such as driving to work or using energy at home, are habitual.