This paper presents the energy perspectives of 20 agriculturists from diverse sectors of California's agricultural community. It examines their understandings of energy use and their behavioral responses to the state's energy crisis of 2000 and 2001. Specifically, their perspectives and reported actions are examined in respect to energy efficiency incentives, such as the California Energy Commission's peak-load reduction program. Interview participants' experiences reflect responses to several key motivators of behavioural change, including supply uncertainty, price increases, messages about energy efficiency, and program interventions.

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