Erickson, Rita, J. Paper or Plastic?: Energy, Environment, and Consumerism in Sweden and America
Ultimately, cultural analysis cannot support the argument that the contents of habit, practice, lifestyle, utility or servicing are unimportant (i.e. that they simply need to be made more efficient across the board). An attempt to take that turn was made in the 1980s, when energy research broke with its historic concern for conservation, and adopted an interest in efficiency.
While securing a more broadly-based legitimacy for the movement, this turn also served to direct attention away from the comparative consumptiveness of various lifestyles and social structures, the issue of equity ... and the influences of corporations and governments upon public and private sector consumption and conservation.