Globally nations have developed their sustainable goals to achieve carbon neutral society. Sustainable consumption of energy is one of the SDGs of the United Nations. There have been several policy measures and incentive mechanisms developed to promote energy efficient consumption globally.

The evolution of consumers to prosumers have made the passive consumers to active consumers in the network. Hence, this calls for increased interventions to maneuver the sustainable energy consumption. However, even if the measures and schemes are in place, it is essential to study the adoption of these measures by the consumers. Social energy research considers the integration of behavioral and perception along with features of a consumer while adopting efficient energy measures. There is a need for inclusive study of variation in consumers’ behaviour while considering their energy usage methods. One such class includes ‘Hard to reach consumers’ who are difficult to be influenced to instigate change in their energy consumption. It is essential to consider such types of consumers, to meet the climate goals.

These consumers can be hard to reach physically or hard to motivate in the participation of energy efficiency programs. In this proposal we aim to identify characteristics of such consumers. Mental models will be  used to study the cognitive thinking about energy of different users to assess the critical thinking approach. The outputs of this model will be further used in systems dynamic model to simulate the impact of different interventions in influencing the hard to reach energy consumers to become energy savers.

The findings will also be used to characterise HTR consumers for their consideration in a long term energy systems model. The energy systems model aims to study the impact of such HTR consumers on strategic plans to reach carbon neutrality in Nordic and Baltic countries.