Energy is essential to human beings. The increasing demand of energy has triggered the public scrutiny on the sustainability issues associated with the energy production and transmission. There have been a large number of studies focusing on reducing the environmental impacts associated with the energy sector. Renewable energy sources such as solar energy have been prompted to mitigate these environmental impacts. This research adopted a quantitative approach to investigate the social acceptance of solar energy technologies from end users' perspective in Shandong province, China. A large scale questionnaire survey was conducted. The results show that there is a considerable high level of social acceptance and public awareness of solar water heater. However, another major application of solar energy, solar PV has not gained a high level of social acceptance or public awareness in Shandong. This study provides useful references for policy makers to further promote the utilization of solar energy innovations. (C) 2011 Elsevier Ltd. All rights reserved.