Research overviewSocial norms of energy saving behavior and the UK energy marketIntroduction: Several studies have been carried out to investigate the power of social norms and how they could be used to activate energy. conservation behavior. According to Dietz et al. (2009), behavioral interventions could reduce direct household emissions by 20%. However, some are quite skeptical about the sustainability of behavior change achieved through social and behavioral interventions rather than policy changes or more efficient technological production. For this research, social norms, policy changes and efficient technology are all essential to achieving significant energy savings. But the starting point is to understand how people behave or make decisions in the current environment, which includes how they think about the information they perceive from the energy market, how they evaluate their options change and to what extent social norms determine their decisions. Furthermore, most research bypasses the definition of micro-behaviors (Wood and Newborough, 2007) which constitute social norms related to energy behavior. It is very important to understand how these micro-behaviors influence energy consumption in the daily routine of individuals in order to specify, if possible, the social norm factors that have a direct impact on energy behavior. Furthermore, the habits formulated by these micro-behaviors strongly influence people's willingness to adopt new energy-saving technologies such as energy consumption displays (ECDs). The design of display systems, based on sufficient understanding of the factors mentioned above, should ensure that the information is structured to enforce energy-saving behavior, provided that the designs are simple, user-friendly, etc. .... middle of paper.... ..ed Comparability. LSE and UCL working paper. Schultz, PW, Nolan, JM, Cialdini, RB, Goldstein, NJ, & Griskevicius, V. (2007). The constructive, destructive and reconstructive power of social norms. Psychological sciences. 18 (5). p. 429-434. Southgate, N. (2010). Presentation at the IPA behavioral economics training event. London: Institute of Advertising Practitioners. Stern, P. C. (2000). Towards a coherent theory of environmentally significant behavior. Journal of Social Issues. 56 (3). p. 407–424. Wood, G. and Newborough, M. (2003). Dynamic indicators of energy consumption of household appliances: environment, behavior and design. Energy and buildings. 35 (8). p. 821-841. Wood, G. and Newborough, M. (2007). Influencing user behavior with energy information display systems for smart homes. International Journal of Energy Research. 31 (1). p. 56-78.