Social marketing utilises marketing concepts and tools to promote pro-social behavior (French & Gordon, 2015). Scholars working in the environmental management area have considered using social marketing to promote socially responsible behaviors, such as energy effi- ciency (McKenzie-Mohr, 2011; Viardot, 2013; Yam, Russell-Bennett, Foth, & Mulcahy, 2017). Promoting responsible domestic energy consumption and energy efficiency are important topics given contemporary discourse regarding climate change, issues with energy security, increasing energy prices, and fuel poverty (Simshauser, Nelson, & Doan, 2011; Yergin, 2006). Energy researchers are, however, critical of social marketing and other social change approaches that assume influencing attitudes will drive behaviors (Shove, 2010). Their concerns are rooted in research evidence showing a consistent attitudebehavior gap, in which positive attitudes towards environmentally responsible behaviors such as energy efficiency, are a poor predictor of actual behavior (Barr & Gilg, 2006; Belz & Peattie, 2009; Shaw, McMaster, & Newholm, 2016). Responding to these critiques, social marketing scholars are focusing on other factors that promote energy efficient behaviors, such as consumer perceived value (Butler, Gordon, Roggeveen, Waitt, & Cooper, 2016), and the social and cultural conditions that shape energy consumption (Shove & Walker, 2014; Waitt, Roggeveen, Gordon, Butler, & Cooper, 2016). This paper considers how a new perspective on consumer value, perceived value-in-behavior, can add to the knowledge base. The value-in-behavior concept that has been proposed in the social marketing literature (French & Gordon, 2015; Zainuddin & Gordon, 2014). The central tenet is that consumers may not only perceive value in exchanging for (value-in-exchange), or using and experiencing (value-in-use) goods and services, but also towards performing behaviors. Although not a direct measure of behavior in its own right, valuein-behavior theorizes that consumers perceive value that is, or is not realized, through the performance of behavior. For example, the concept could reflect the value associated with eating healthily or keeping fit. This type of value is particularly relevant to promoting energy efficiency. Being energy efficient can involve exchanging and using goods (e.g. a heat pump) and services (e.g. a green energy provider), but it can also involve the performance of behaviors such as switching off appliances at the wall socket, or keeping cool by using a fan instead of an air conditioner. The idea of value-in-behavior is of importance to social marketers because of their interests in understanding and influencing the performance of pro-social behaviors (Dann, 2010; Gopaldas, 2015). Understanding and creating value for consumers in social marketing has been shown to facilitate pro-social behaviors and socially beneficial outcomes (Chell & Mortimer, 2014; Mulcahy, RussellBennett, & Rundle-Thiele, 2015; Zainuddin, Russell-Bennett, & Previte, 2013).