We used the data from a survey conducted in 2008 of 3,000 owners of detached houses to analyse the factors that influence the adoption of investment measures to improve the energy efficiency of their buildings. For the majority of Swedish homeowners, it was important to reduce their household energy use, and most of them undertook no-cost measures as compared to investment measures. Personal attributes such as income, education, age and contextual factors, including age of the house, thermal discomfort, past investment, and perceived energy cost, influence homeowners' preference for a particular type of energy efficiency measure. The implications for promoting the implementation of energy efficiency investment measures are discussed. (C) 2010 Elsevier Ltd. All rights reserved.