In 2003, the high dependency on electric heating combined with the high electricity price prompted a significant number of Norwegian households to consider alternative heating systems. The government introduced economic support for wood pellet heating and heat pumps. In contrast to the fast growing heat pump market, this financial support has not resulted in a widespread adoption of wood pellet heating. This paper studies factors that influence the choice of heating system based on Norwegian households' perceptions. Electric heating, heat pump and wood pellet heating were compared, with a special focus on wood pellet heating. This study was conducted as a questionnaire survey on two independent samples. The first sample consisted of 188 randomly chosen Norwegian households, mainly using electric heating; the second sample consisted of 461 households using wood pellet heating. Our results show that socio-demographic factors, communication among households, the perceived importance of heating system attributes, and the applied decision strategy all influence the Norwegian homeowners. The significance of these factors differs between the two samples and the preferred type of anticipated future heating system. Strategies for possible interventions and policy initiatives are discussed. (C) 2010 Elsevier Ltd. All rights reserved.