This study explores factors related to energy consumers' perceptions of government subsidies for utility provided energy efficiency (EE) programs and for utility providers' use of more clean/alternative energy sources. Demographic factors, attitudes, planned purchases, and perceptions of utility provider motives in relation to governmental and utility provider EE initiatives (i.e. providing discounts and coupons for CFL bulbs), plus the influence of gain- and loss-framed messages are investigated. Over 2000 respondents completed a 16 item phone survey. Hierarchical regression explained 38% of the variance in reactions regarding government subsidies of the cost of utility provided EE programs and 43% of the variance in perceptions involving whether utility companies should use of more clean or alternative forms of energy. Gender and party differences emerged. Loss-framed messages were more important when the issue was government subsidies. Both gain- and loss-framed messages were important when clean/alternative energy was the issue. (C) 2013 Elsevier Ltd. All rights reserved.