Customers may also be less inclined to buy products that are more energy efficient due to the increase in cost and time spent. "Even when the information is known and, despite the overall long-term cost-saving potential, the price of energy is too low...for individuals to justify the initial cost of energy efficiency measures." Not only are energy efficient devices more expensive, but "consumers are poorly informed about the savings on offer. Even when they can do the sums, the transaction costs are high: it is a time-consuming chore for someone to identify the best energy-saving equipment, buy it and get it installed."