There is no need to discuss the importance of energy and energy policies in the global agenda. Countries whose electricity demand rises steadily, and depends heavily on fossil fuels and imports, should consider energy efficiency in any aspects. As one of examples such a country, this study investigates the behaviors and attitudes of Turkish households regarding energy efficiency. An online survey of 526 Turkish households in 2014 gathered data on current habits including peak hour use, energy labeling, standby use, willingness for behavioral change, and policy options they would like to see implemented to improve energy efficiency. The results indicate the awareness level of energy efficiency among Turkish households is quite low, and should be promoted by demand side programs. Two-step cluster analysis is used to construct clusters to group households with respect to their policy preferences. Four different clusters are identified and characteristics of these clusters suggest the importance of having unique intervention strategies for successful behavioral change and for the attainment of energy efficiency.