Yes,but many of the people think by spending more on energy efficient products they will actually save money overall.
Look at something like computers for example - I see people go on about how they will spend more on a energy efficient CPU or GPU,but then overclock it,use a 5000W PSU,not consider any of the other parts of the rig and then keep said rig on 24/7 just because they
CBA to switch the PC on. Someone with a less efficient rig who just uses it when they need to use it will probably use less electricity over the year.
Same with plasma TVs against LCD ones. I know people with plasmas who will only switch it on when they watch TV but then switch it off. There are people who will use an LCD and then just keep it on,or on standby instead(since it
consumes less
power).
Cars are more of the same thing. People spend disportionately more to get that extra 5MPG extra,but it will take them years to get that money back in fuel savings,and then drive to the shops instead since they
CBA to walk for 10 minutes just to get a loaf of bread.
Usage habits are FAR more important than actual consumption ratings.