Creating the technologies to solve our energy and pollution problems is only one part of the solution. Getting the technologies adopted may be a larger hurdle. This study examines the adoption of a low- or no-cost technology, passive solar housing design, in the United States. Interviews with professionals involved in passive solar supply identified lack of demand as the most important factor, followed by availability, awareness, and economic incentives. Corresponding Survey results froth homebuyers in one region suggest that lack of demand represents not disinterest, but rather lack of availability when purchasing a home. Conventional homeowners are not familiar with passive solar design, but are predisposed to favor it, especially if it can be incorporated into traditional housing styles. In addition, to the extent that they can learn information to counter the perceptions that passive solar homes are too complicated or there is too little Still in their region, homebuyers Would be more willing to purchase a passive solar home. Policy interventions to promote passive solar homes should focus on supply-side incentives as well as information for homebuyers. (c) 2008 Elsevier Ltd. All rights reserved.