A growing interest in energy efficiency and energy saving from academic researchers and practitioners is notable in many emerging economies, including Russia. Social barriers hinder the transition toward a more energy-efficient economy in the residential sector and for small businesses because of negligence for new energy-efficient technologies, whereas in large corporations, managers’ and employees’ opportunistic behavior in the management system creates social barriers. This study contributes to the literature by suggesting an approach to study social barriers for energy efficiency longitudinally through a mixed survey of small groups from the same social strata. We evaluated the method proposed in Russia between 2013 and 2019. Each year, the authors surveyed respondents ranging from 94 to 120 (751 respondents in total), employing a method described in the Krasnodar Krai of Northern Caucasus (Krasnodar Territory). The study reveals formidable knowledge barriers and no evidence of positive dynamics. To overcome these barriers, companies need to introduce internal educational policies to introduce energy management systems. The authors present results and conclusions that can help foster similar research programs in transition economies and help to avoid common mistakes while setting up state energy efficiency and conservation policies.