The residential sector consumes a significant amount of energy globally, with the majority being produced through the use of fossil fuels. Residential microgeneration technologies, such as photovoltaic systems and micro wind turbines for electricity production, and solar thermal systems, biomass boilers, and heat pumps for thermal needs, offer an alternative for reducing fossil fuel consumption.

In this respect, the present study aims to examine the determinants of market acceptance of residential ground source heat pump systems in Greece, through a comparison between potential adopters, and potential non-adopters of the system. Factors taken into account include socio-economic characteristics, dwelling characteristics, spatial characteristics, environmental awareness and behavior, as well as perceptions towards system-related attributes.

The collection of data was performed in 2019, through a web-based questionnaire. In total, 451 responses were collected. The statistical analysis, performed through SPSS 20, included a descriptive statistics analysis, a Categorical Principal Component Analysis (CatPCA) to categorize the system-related attributes, and a binary logistic regression –on the basis of the two groups (potential adopters, and potential non-adopters of the system).

The system-related attributes seen as the most significant, include functional reliability, system lifetime, and operation & maintenance costs. Based on the CatPCA, the attributes can be categorized into four groups, namely, convenience, market conditions, costs, and performance. The binary logistic regression model indicates that factors affecting market acceptance of residential ground source heat pump systems include socioeconomic characteristics (gender, age, income), and dwelling characteristics [size, and presence of senior residents (i.e,, older than 65 years)].

The present work, offering new empirical findings concerning the determinants of market acceptance of residential ground source heat pump systems, provides information to policymakers and marketers for the design of tailored actions that can foster the further market diffusion of these systems.