Electric utilities play a crucial role in designing and deploying electricity conservation programs. However,because people can freely decide to participate in such programs or not, better understanding whattypes of programs appeal to specific groups of customers is fundamental. The authors therefore explorepreferences of likely subscribers for electricity-saving programs defined by various features (such as goalsetting, tailored feedback provision, or reward and penalty schemes), and use a latent class approach tocapture heterogeneity and detect segments of people that share similar references. The segments aresubsequently profiled in terms of socio-demographic and psychographic characteristics. Overall, results show that there is considerable heterogeneity in tastes for different features of electricity-saving programs.The findings allow identifying individual characteristics that influence the likelihood to adopt different forms of programs. On this basis, electric utilities may design electricity-saving programs thatbetter satisfy customer needs and effectively tailor marketing and communication programs to the specific target groups.