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Consumer rights, Nanotechnologies, Nano-enabled products, Consumer information,

PurposeThe purpose of this paper is to identify households' barriers to energy saving solutions. Six types of barriers are introduced. The question to be answered is: what is the strength and relevance of the various barriers for changing consumer energy behaviour?Design/methodology/approachThe method is focus group interviews. Focus groups do not aim at giving a representative picture of the population at large, but aim at recording and documenting a wide range of typical responses and reactions. The focus groups were recruited among a group of people who were actively looking for new dwellings and a reference group of environmentally conscious participants.FindingsThree barriers out of the six proposed were found to be relevant in this study: Cultural‐normative, economic and information.Research limitations/implicationsEnergy saving solutions are technically and socially complex matters, so it is important to advice and guide consumers to make changes that contribute substantially, rather than mere symbolic changes.Practical implicationsThe finding that consumers not only need information on what and how to save energy, but also need help in identifying when they should do their investments is important for various actors involved in implementation of energy saving solutions.Originality/valueMeasures in the field of energy savings have had various successes. This article which concentrates on the barriers in this field can contribute to increased success rates.