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.
