©istockphoto.com/Rastudio What Drives Energy Consumers? By Linda Steg, Rachael Shwom, and Thomas Dietz Digital Object Identifier 10.1109/MPE.2017.2762379 Date of publication: 5 January 2018 20 ieee power & energy magazine 1540-7977/18©2018IEEE january/february 2018http://www.istockphoto.com/Rastudio