On Heat Pumps Adoption by Able to Pay Households: Case Study of Drivers and Obstacles

Abstract

Heat pump adoption by householders is one of the major steps in transitioning away from fossil-fuel heating at homes. While more environmentally sustainable, heat pumps are a relatively new technology, which raises questions around the trust, affordability and viability of their adoption.

Based on focus-group research, this report presents findings on the motivations and challenges facing homeowners on the road to heat pump adoption. The identified adoption drivers include such factors as concerns about sustainability, wish to save money on energy bills, replicating good practice and future-proofing one’s home. The obstacles include such factors are lack of knowledge and uncertainty about technology, cost of device and installation, lack of trusted tradespeople, and more.

The report also provides a number of recommendations that could facilitate greater take up of heat pump installations.

Keywords: heat pump, energy transition, qualitative study