How many conservatives does it take to change a light bulb? A more intriguing question might be, “How many conservatives can you persuade to switch to energy-efficient light bulbs?” New research suggests that fewer will buy such bulbs when they’re labeled as being good for the environment, largely because the issue of carbon emission reductions is so politically polarizing in the United States.

“I think we’ve shown the negative consequences of environmental messaging,” explained Dena Gromet, of the Wharton School of the University of Pennsylvania, lead author of a study published today in the Proceedings of the National Academy of Sciences. “In particular, you can lose significant portions of people who would otherwise be interested in these products when you use that environmental labeling. So it indicates that different messages can reach different groups.” (See related interactive: “Light Bulb Savings Calculator.”)

The United States is one of many countries forcing a switch to more efficient light bulbs. In January, new efficiency requirements went into effect for 75-watt incandescent bulbs, following new standards on 100-watt bulbs a year earlier. (See related story: “U.S. Bids Farewell to the 75-Watt Incandescent Light Bulb.”) The changes are driving a projected 857 percent reduction in energy used for U.S. residential lighting by 2040, a greater cut than for any other area of household energy use. But consumer complaints have been persistent, and Congress cut funding to enforce the standards. (See related quiz: “What You Don’t Know About Energy-Efficient Lighting.”)

More: Pro-Environment Light Bulb Labeling Turns Off Conservative Buyers, Study Finds