The aim of the present paper is to understand the differences between adopters and non-adopters of wood pellet heating in Norwegian households by comparing the two groups with regard to key points of adoption. A mail survey of 669 adopters and 291 non-adopters of wood pellet heating was conducted in 2008. Results indicate that there are significant differences between groups with respect to socio-demographic factors, decision-related factors, heating systems adopted and reasons for shifting heating systems. The results also indicate that the adopter group shows characteristics of early adopters, whereas the non-adopter group has characteristics of late adopters. The results for levels of income and education contradict what would be predicted from theory, however. Both groups show no significant difference with respect to values, but the perception of which heating system is the most environmentally friendly differs significantly. The top three reasons cited by the adopter group for installing wood pellet heating are getting an environmentally friendly heating system, low operation costs and an anticipated increase in electricity prices. According to the non-adopter group, the main barriers to adoption are high installation costs, followed by the difficulties of refitting the house for wood pellet heating. A higher subsidy (i.e., an average of 64% of the total installation cost) rather than the current subsidy of up to 20% was required by the non-adopter group to switch to wood pellet heating. (C) 2010 Elsevier Ltd. All rights reserved.