10.2190/43M9-9VTR-L0HM-DBV3 43M99VTRL0HMDBV3 6 Accelerating the Adoption of Conservation Energy 353 365 20020509 20020509 20020509 20020509 43M99VTRL0HMDBV3.pdf http://baywood.metapress.com/link.asp?target=contribution&id=43M99VTRL0HMDBV3 4 Avraham Shama Kenneth Jacobs Solar Energy Research Institute, Golden, Colorado 80401 The absence of a marketing-oriented behavioral perspective from energy analysis presently dominated by an economic-engineering perspective is responsible for the low adoption rate of conservation energy. Unless these two perspectives are integrated, little can be expected in the way of speedy market penetration of conservation energy. E. M. Rogers, <i>Diffusion of Innovations</i>, The Free Press, New York, 1962. S. Carhart et al., <i>Creating New Choices</i>, Energy Productivity Center, Mellon Institute, 1980. Demand and Conservation Panel to the Committee on Nuclear and Alternative Energy Systems, National Research Council (CONAES), <i>Alternative Energy Demand Futures to 2010</i>, National Academy of Sciences, Washington, D. C., 1979. Hirst, E. and J. Carney, "The ORNL Engineering-Economic Model of Residential Energy Use," Oak Ridge National Laboratory, ORNL/CON-24, July, 1978. Ross, M. and R. Williams, "Drilling for Oil and Gas in Our Buildings," Center for Energy and Environmental Studies, Princeton University, Princeton, NJ, Report PU/CEES 87, July, 1979. Sant, R. W., <i>The Least-Cost Energy Strategy: Minimizing Consumer Costs Through Competition</i>, Energy Productivity Center, Mellon Institute, Arlington, VA, 1979. Yergin, D., "Conservation: The Key Energy Source," <i>Energy Future</i> R. Strobaugh and D. Yergin (eds.), Random House, New York, 1979.