The public sector's effectiveness in promoting energy conservation ultimatelydepends on its ability to match its messages and programs to the profit maximizationobjectives of firms. However, if firms are not aware of public programs, they cannot act tomaximize profits by participating in them. In order to explore how important awareness is inthe participation in these programs, we analyze participation in an agricultural energy peakloadreduction program implemented in California during 2001 and 2002. By dividing thefirms into different sectors, we consider the influence of program awareness on the firms’decisions, while controlling for other factors. The results suggest that program awareness isan important factor in participation.
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