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Abstract: Successful development of renewable energy technologies like solar photovoltaic energy (SPV) critically relies on its understanding and acceptance by consumers and institutional customers. Even in contexts of favorable support at the general level like in Brazil, their implementation faces multiple challenges, including low awareness, misperceptions, insufficient communication, and eco-labels' mixed record as information enhancing tools. This paper discusses how market research has been instrumental in developing the first SPV venture in Brazil, by identifying public's beliefs and level of support for alternative energies, and by testing reactions to a solar energy eco-label scheme proposed as key communication tool. The study indicates that expectations for return on investment are affected by a sustainability penalty, as well as by price and adaptation barriers. It also reveals an assessment gap between the concept and design of eco-label, which led to a new eco-label design capable of better addressing unfavorable beliefs, integrating expectations, and improving overall acceptance. [Copyright &y& Elsevier]