It have been demonstrated that by providing to households better information and feedback on electricity consumption there is possible to achieve considerable energy savings. However, factors that influence households’ decisions to engage in energy saving activities often are not clear. This study uses Goal-framing theory to examine the diffusion of energy efficiency measures in society. Based on a survey a logistic regression analysis was performed to determine a combination of factors that would explain the intention to engage in energy efficiency activities. The model which combined normative, gain, hedonic goals and other variables explained 51.37 % of deviance and 13.05 % of adjusted deviance that is lower if compare with similar studies on intention to adopt eco-innovations. Even there was no clearly dominating goal identified in the goal frame the normative motivation was slightly more observable.