An effective energy conservation program in any country should encourage the different enterprises, utilities and individuals to employ energy efficient processes, technologies, equipment, and materials. Governments use different mechanisms or policy instruments such as pricing policy (PP), regulation and legislation (RL), training and education, fiscal and financial incentives (FFI), and R&D to promote energy conservation. Effective implementation of energy conservation policies requires prioritization of the different available policy instruments. This paper presents an analytic hierarchy process (AHP) based modeling framework for the prioritization of energy conservation policy instruments. The use of AHP to support management in the prioritization process of policy instruments for promoting,energy conservation is illustrated in this research using the case study of Jordan. The research provided a comprehensive framework for performing the prioritization in a scientific and systematic manner. The four most promising policy instruments for promoting energy conservation in Jordan are RL (37.4%), followed by FFI (22.2%), PP (18.0%), and Training, education and qualification (14.5%). One of the major advantages of the use of the AHP approach is that it breaks a large problem into smaller problems which enables the decision-maker (DM) to have a better concentration and to make more sound decisions. In addition, AHP employs a consistency test that can screen out inconsistent judgements. The presented methodology of the research might be beneficial to DMs in other countries. (C) 2003 Elsevier Science Ltd. All rights reserved.