NYSERDA Chairman Speaks on Motivating Consumers to Embrace Energy Efficiency

State energy chairman talks about selling efficiency

The Buffalo News, March 18, 2014

Richard Kauffman, the Cuomo administration’s point man on energy policy, knows that energy efficiency and green energy can be a tough sell, mainly because of the upfront costs and long payback periods.

But Kauffman, the state’s chairman of energy and finance, thinks green energy would be an easier sell if its advocates paid more attention to what motivates consumers to spend.

“Too many of us in the clean energy area – and those of us involved in smart buildings – don’t think enough about the emotions that are involved in a decision,” said Kauffman, who also serves as chairman of the New York State Energy Research and Development Authority.

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