Scientists from all over the world recognize that saving energy in households is currently a very relevant topic. Energy resources are a very important factor for each country's economic vitality. Not only the country's replenishment in energy resources is important, but also the reduction of energy consumption volume. The objective of the study: to assess the energy savings in households potential, applying the measures aimed at the behavior change of the population through energy-saving direction. Methodology: the impact of behavior change of the population measures is assessed according to the criteria of efficiency and effectiveness. In order to assess the potential for energy savings in households, the following methods, such as an experiment, the control group formation scenario, household questionnaire, were used. The questionnaire was designed to supplement the experiment, in order to gain deeper knowledge of the household, to obtain more detailed information about the nature of the behavior, to identify barriers to behavior change, and to select a control group of households to carry out the experiment. Data, results and main contribution of the paper: research shows that people's behavior related to energy saving is influenced by a number of macro-level and micro-level factors. In the article the assumptions of the changing behavior of population are analyzed and the assessment of the specific measures aimed at the behavior changes of the population and their implementation impact is conducted. [ABSTRACT FROM AUTHOR]