During the past decade a considerable number of studies have increased our understanding of consumer behavior in relation to energy use and conservation. A criticism of the early work has been its lack of direct relevance to policy makers under pressure to develop and implement programs to reduce energy consumption. This study provides a link between existing research knowledge and the need for policy formulation guidelines. Data were obtained from a nationwide sample of 1,451 Canadian households concerning the acceptability of selected programs designed to reduce energy consumption in the consumer sector. Respondents also provided judgments concerning the desirability of a broad range of approaches to consumer energy conservation. The findings revealed that consumers are more willing to accept conservation initiatives which are non‐coercive and informational in nature. Information and labelling programs, minimum efficiency standards, home audit programs, and financial grants/tax incentives were the specific initiatives rated most acceptabl