Today in Cleantech

This morning’s green buzz is around a new study being published in the Proceeding of the National Academy of Sciences that shows Americans are out of touch with reality when it comes to energy saving. The main problem, researchers from Columbia University, Ohio State University and Carnegie Mellon University say, is that the 505 people who participated in the online study put too much credit on virtuous gestures like flipping off light switches, and not enough in investing in energy-efficient appliances and light bulbs, which actually save far more energy. A likely explanation, researchers said, is that people shy away from the up-front cost of replacing household energy hogs with more efficient gear. What does this mean for companies targeting the home energy efficiency craze? New York Times environmental writer Andrew Revkin cites an online commenter who says PACE (property assessed clean energy) financing programs, which pay back efficiency and clean energy costs  through property taxes, would be a “win-win-win” for the industry. But with federal mortgage giants Freddie Mac and Fannie Mae saying last month that they wont accept PACE loans, companies seeking to promote them in the states and localities where they’ve been set up face a tough market, despite the $150 million in stimulus the Obama Administration has pledged for them.