The possibility of the rebound effect to technological progress has
triggered a debate in energy economics concerning the usefulness of the
promotion of energy-efficiency progress. Until now a multitude of empirical
evidence has been gathered so to assess the magnitude of the effect in the
first place. Progress in theoretical research has been rather modest
however. In this paper, we argue for a broadening of the theoretical basis
beyond neoclassical consumer theory. We more specifically suggest turning
toward consumption theories that deal with consumer needs and learning
processes. Our central hypothesis is that rebound effects as a reaction to
technological change will only occur as long as the consumer needs appealed
to by this product are not yet satiated. We illustrate our arguments for the
case of energy-efficient washing machines and the evolution of cleanliness
consumption.