The aim of this paper is to examine the role of social influence on the end customer behaviour in the purchase of heating products in residential segment. The study is based on interviews and questionnaire survey of homeowners in Hungary in 2013. Respondents are open to learn about diverse innovative heating technologies, energy types and diverse heating fuels irrespective of any purchase intention. They plan their purchase based on deliberate considerations rather than facing an emergency heating appliance breakdown. Furthermore, influence of the social environment prevails at the diverse stages of the purchase process. End customers actively conduct social search (family, friends, neighbours, colleagues, other customers with purchase experience over the Internet, etc.) besides the influencing role of the installer.