Most often, people with higher education and rather better financial situation talk about saving energy, more often from big cities than from the countryside. In all countries, these are more often prosumers than not prosumers, those who plan to buy or expand energy production facilities, but also, interestingly, among energy producers, these are more often unhappy with energy production facilities, the effect being most visible in France, while the opposite tendency is in Spain).
The discussions about saving energy are most often held with members of the household (in particular in Spain and Italy), spouses/partners and closest friends, and rarely with salesmen/technical advisors. Such conversations are, therefore, encouraged by strong ties and frequent contact.