Attitudes to renewable energy technologies: Driving change in early adopter markets

This paper examines attitudes toward renewable energy technologies (RET) – such as heat pumps, electric vehicles, and solar photovoltaic panels – in early adopter markets, investigating what motivates or hinders their uptake. The authors explore how demographic, economic, and behavioural factors shape consumer attitudes toward RET adoption, drawing implications for targeted policy design to accelerate the electrification of heat and transport as part of the broader energy transition.