On the basis of qualitative interviews on ’Energibyen Frederikshavn’ (Energy City Frederikshavn), the article reveals various rationales underlying modern consumers' often contradictory opinions and attitudes to climate change and energy consumption. It may seem hard to decide whether the interest in sustainable, alternative sources of energy is conditioned by the soaring price of oil or present threats of climate change. The paper will discuss the energy discourses produced by the people in the participating focus group in the light of three rather different, theoretical positions. And, finally, we will contextualize the findings with respect to risk society and media.