“…However, both policy documents and the academic literature state that cost-effective energy measures are not always implemented. This discrepancy between optimal and actual implementation is often referred to as the energy efficiency gap, which has been illustrated and examined in multiple academic articles (e.g., York et al, 1978;Blumstein et al, 1980;Stern and Aronsson, 1984;Hirst and Brown, 1990;Gruber and Brand, 1991;Stern, 1992;DeCanio, 1993;Jaffe and Stavins, 1994;Sanstad and Howarth, 1994;Weber, 1997;Ostertag, 1999;Sorrell et al, 2000;Brown, 2001;de Groot et al, 2001;Schleich, 2004;Sorrell et al, 2004;Thollander, 2006, Thollander et al, 2007;Rohdin et al, 2007;Thollander and Ottosson, 2008;Schleich and Gruber, 2008;Sardianou, 2008;Hasanbeigi et al, 2010;Fleiter et al, 2011;Trianni and Cagno, 2011;Chai and Yeo, 2012). One of the most cited of these articles is by Jaffe and Stavins (1994), who explain the gap and how its extent differs depending on the definition of energy efficiency potential used and the perspective addressed.…”