Social learning is a prerequisite for sustainable energy use. This paper sets out some considerations from learning theory that offer a useful way of looking at domestic energy awareness and at actions to improve energy efficiency and conserve energy. Findings from a survey of residents of an English village that had won an 'energy-conscious village' competition are used to illustrate how individual and social learning can occur over a period of time, and how a 'top down' initiative may relate to other more informal sources of motivation and information. A model of learning about domestic energy use that incorporates awareness, action and feedback is proposed, and the implications for policy and further research are discussed. (c) 2005 Elsevier Ltd. All rights reserved.