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However, its progress incurs substantial environmental costs due to its high and constantly increasing energy consumption. As inference\u2014the process by which GenAI generates output\u2014accounts for a large part of this demand, individual usage patterns are becoming a key factor in understanding the overall energy footprint and a crucial prerequisite for developing effective educational strategies and policies. Drawing from the construal-level theory of psychological distance, this study explores individuals\u2019 perceptions related to GenAI energy consumption. Based on a nationally representative sample of 1080 participants from the USA, we provide evidence that individuals are aware of GenAI-related energy consumption. Moreover, we show that, compared to household appliances, there is a diffusion of responsibility for GenAI\u2019s energy consumption, with more emphasis placed on policy-makers and developers than on users. We also explore how individuals intend to implement pro-environmental strategies and shed light on different avenues suggested by individuals to lower energy consumption when using GenAI. We conclude with implications for theory, practice, and policymaking.<\/jats:p>","DOI":"10.1007\/s12525-026-00908-w","type":"journal-article","created":{"date-parts":[[2026,6,25]],"date-time":"2026-06-25T08:32:58Z","timestamp":1782376378000},"update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Public perceptions of AI energy consumption: Awareness, responsibility attribution, and strategies"],"prefix":"10.1007","volume":"36","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-2884-1819","authenticated-orcid":false,"given":"Michael","family":"Klesel","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-0473-5066","authenticated-orcid":false,"given":"Uwe","family":"Messer","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"297","published-online":{"date-parts":[[2026,6,25]]},"reference":[{"key":"908_CR1","unstructured":"Adamska, M., Smirnova, D., Nasiri, H., Yu, Z., & Garraghan, P. 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