In 2004 and 2007, we conducted questionnaire surveys of 1,500 randomly selected Swedish homeowners of detached houses to understand their attitude towards adopting an innovative heating system (IHS). The results showed that there was no substantial change in homeowners’ attitude towards IHSs. More than 80% of the respondents did not intend to install a new heating system. Economic aspects and functional reliability were the most important factors in the respondents’ choice of heating system while environmental factors were of less importance. Installers were the most frequently consulted source of information on heating systems. Respondents perceived the relative advantage of pellet boilers over oil or electricity-based heating systems, but bedrock heat pump system was ranked higher than pellet heating system in every aspect except for investment cost. Pellet heating system has advantages with respect to investment cost. District heating system was considered as most functionally reliable and automatic.