The article presents an attempt to analytically understand the energy transition as one of the global trends. The authors draw attention to the value components of this process. In other words, one can talk not only about technological, economic, fi nancial, investment dimensions, but also about the role of end consumers of energy, their assessments, perceptions, behavior and attitudes towards energy consumption and its sources. In solving this goal, method of discourse analysis of strategic documents, scientifi c publications and media reports was used. Empirical part of the study consisted of the results of two sociological surveys conducted by the All-Russian Public Opinion Research Center jointly with the Energy Security Fund in August and September 2020. A number of quantitative data from mass surveys were selected for secondary analysis. These methods made it possible to get an idea of diff erentiated opinion of Russians and, rather, the lack of mass willingness to refuse to consume goods that are somehow related to the role of energy in providing comfort, and to pay for alternative energy sources. The article concludes that attitudes and perceptions, behavior of end energy consumers and the willingness to change will be determined by Russia’s choice of an independent energy transition strategy capable of meeting the need for uninterrupted, reliable and aff ordable energy supplies.