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This paper explores the motivations behind the adoption of key renewable energy technologies in an early adopter market. Notwithstanding their social benefits, uptake of electric vehicles, heat pumps, and solar photovoltaic panels remains low, necessitating targeted measures to address this. We conducted a comprehensive survey of a nationally representative sample of Irish households and analysed this rich dataset using pairwise group comparisons and a factor analysis combined with a logit regression model. We found fundamental differences between adopters and non-adopters. Current adopters tend to be younger, more educated, of higher socio-economic status, and more likely to live in newer buildings of generous size than non-adopters. Environmental attitudes are an insufficient predictor of uptake - whilst non-adopters self-report as being more sustainable, adopters believe that their own decisions impact climate change. Importantly, social processes will be instrumental in future uptake. Word-of-mouth recommendation will matter greatly in communicating the use and benefits of technologies as evident from the significantly larger social networks that current adopters enjoy. Using these insights, policy incentives can be designed according to public preferences. Irish Research Council Science Foundation Ireland This item supersedes WP20/04 at http://hdl.handle.net/10197/11430 (withdrawn) ESB Networks Department of Communications, Climate Action and Environment (Ireland) Geological Survey of Ireland Sustainable Energy Authority of Ireland University College Dublin. School of Economics

This paper aims to understand what motivates the adoption of key renewable energy technologies (RET) in early adopter markets. Electrification of heat and transport, through the deployment of heat pumps, electric vehicles and solar photovoltaic panels, combined with renewable sources of electricity is a key strategy for policymakers to combat climate change. Notwithstanding their social benefits, uptake remains low. Thus, targeted policy measures are needed to address this. We conduct a survey of a nationally representative sample of Irish households to better understand the motivations behind RET adoption and find fundamental differences between adopters and non-adopters. Current adopters tend to be younger, highly educated, of higher socio-economic status, and are likely to live in newer buildings of generous size. While non-adopters self-report as being more sustainable, adopters appear to be stronger believers that their own decisions impact climate change. Thus, environmental attitudes are an insufficient predictor of uptake. Instead, poor understanding of new technologies often inhibits uptake. Word-of-mouth recommendation matters greatly in communicating the use and benefits of new technology as evident from the significantly larger social networks that adopters enjoy. With this information, a range of monetary and non-monetary policy incentives can be designed according to public preferences.