This study examined the interaction between climatic variability and residential electricity consumption in a Southeast US state. Residential electricity consumers were surveyed to better understand how to diffuse positive attitudes and behaviors related to energy efficiency (EE) into households. The study found that 16.8% of the variability in residential electricity consumption for heating applications was explained by indirect EE costs. 36.6% of the variability in residential electricity consumption for cooling applications was explained by indirect EE costs and cooling degree days (CDD). A survey of 2450 residential electricity consumers was analyzed using the theory of planned behavior (TPB). Significant findings suggest that those residents are aware of utility EE programs are more likely to participate, view utility company motives more favorably, to support governmental subsidies for EE programs, and to support the use of clean energy by utility companies. (C) 2015 Elsevier Ltd. All rights reserved.