The paper focuses on Swedish homeowners' perceptions of innovative heating systems, and those factors that influence their decision to adopt a new heating system. The systems studied were: district heating, heat pumps and pellet boilers. Results of two household surveys - one covering the whole of Sweden in autumn 2004 and the other in the city of Östersund in summer 2005 - revealed that approximately 80% of the survey respondents, particularly those with resistance heaters, did not intend to install an innovative heating system. Economic aspects, functional reliability and indoor air quality were found to be the most important factors influencing respondents' choice of a heating system. Survey respondents thought that a bedrock heat pump system has a number of advantages with respect to the annual cost of heating, security of fuel supply, environmental benignity, market value of the home and low greenhouse gas emission. A district heating system has advantages regarding functional reliability, system automation and time required to obtain information. A pellet boiler system has one main advantage: investment cost. Compared with homeowners having other types of heating systems, those with resistance heaters accorded more importance to investment cost due to the high cost of installing a water-based system for heat distribution within the home.