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The Psychological Underpinnings of the Consumer Role in Energy Demand  and Carbon Abatement / Siobhán McNamara and Michael Grubb. Cambridge :  EPRG, 2011, 34 p. (working paper ; EPRG1110)http://www.eprg.group.cam.ac.uk/wp-content/uploads/2011/03/1110-text1.pdf While policy targeting carbon mitigation  has become a priority, the consumer has been sidelined. Within the EU  standards and a carbon is price at the industrial level dominate  mitigation efforts. There is little room for consumer preferences.  Labels on some products do draw a demand for efficient goods, though the  messages relayed vary, and the role of embedded emissions often  ignored. Once purchased, the energy requirements of various goods and  their energy settings are poorly understood by many. In this paper we  suggest with appropriately structured policy, providing information and a  nudge, that consumers have a willingness and potential to significantly  reduce carbon emissions. (© EPRG)