In the field of energy conservation programs, the behavior-based method, especially the normative feedback approach, has emerged as a cost-effective solution for energy savings. However it remains doubtful whether normative feedback would generate significant energy savings in absence of financial accountability and whether the normative feedback is influenced by the proximity of the comparison groups. Here we test various normative feedback approaches at the Joint Base Andrews in Maryland, with an objective of understanding this approach. We show that the normative feedback approach can lead to 3.4% energy savings, even when residents are not billed for their electricity usage. Through an analysis of covariance, this paper evaluates the effects of different proximities of comparison and concludes that a street-level comparison level can generate the highest energy savings of 5.4%. Furthermore, this paper also explores and defines the relationship between electricity savings and physical variables including home size, unit type, neighborhood, and the variation of cooling degree days. The study contributes to the understanding of how to realizing the full potential of normative feedback approach in energy savings. (C) 2016 Elsevier Ltd. All rights reserved.