This article investigates the barriers to energy efficiency at the residential sector within one province in China and explores patterns of household electricity consumption. The article presents the results of a survey questionnaire distributed to more than 600 households in Liaoning Province, field research at various Liaoning government agencies, and research interviews of Liaoning government officials to determine the efficacy of their energy efficiency efforts in China. It then investigates the extent that electricity consumers have taken advantage of energy efficiency opportunities relating to more efficient lights, water heaters, appliances, air-conditioners and heaters, and better energy-efficiency labels. The article also assesses the degree that electricity users have become more aware about electricity prices and their levels of consumption, and touches on the connection between rising levels of income and electricity use. It concludes by providing recommendations for how to improve efforts to promote conservation and reduce electricity load growth in Liaoning Province and beyond. (C) 2009 Elsevier Ltd. All rights reserved.