"Worse, participants who reported taking the most steps toward energy conservation had the least accurate perceptions of which ones saved the most energy." Tha

"Worse, participants who reported taking the most steps toward energy conservation had the least accurate perceptions of which ones saved the most energy." That's a killer quote right there. I think bad newspaper science is to blame, there's too many articles printed on "do X to save energy NOW", without putting them in perspective, and only reinforcing some sort of feel-good effect in the readers. The only thing that will work is cold hard measurements, and lots and lots of education.