In this paper we analyze the effect of regional and municipal measures, for promoting energy transition on citizen attitudes and behavior. We compare one township that has successfully implemented a comprehensive and systematic energy-saving program (the so-called e5 program) with a township without such a program. The results indicate that despite the program's ambitious aims, e5 implementation has almost no impact on citizen attitudes and behavior. In fact, there are some signs that it might even have slight negative side effects. (C) 2014 Elsevier Ltd. All rights reserved.