Why then do consumers and investors shy away from paying a little more for the energy efficient alternative? Energy-saving technologies may look and outwardly perform just as inefficient ones, so consumers need help in making informed purchase decisions. Energy consumption is also deeply rooted in the economic activities in which the consumption takes place. These economic activities are, in turn, governed by embedded incentive structures, consumer behaviour, rules and regulations, infrastructure design and construction practices, investment decision making and even cultural considerations.