An image forming apparatus that operates according to given operational conditions, comprising: a target power consumption receiving unit configured to receive a target value for power consumption; an option receiving unit configured to receive options selected by a user from among a plurality of options defining the operational conditions; a basic data storage unit storing therein basic data for each of the options; a calculation unit configured to calculate the estimated power consumption from the basic data according to the options selected by the user; an excess informing unit configured to inform the user when the estimated power consumption is greater than the target value; and an alternative option informing unit configured to inform the user of an alternative option when the estimated power consumption is greater than the target value, the alternative option reducing the estimated power consumption to be equal to or less than the target value.