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In this paper, we perform a literature review on the current state of knowledge about homeowners in the context of the adoption of renewable heating systems. Despite a considerable number of studies about homeowners, homeowner–installer interactions, and ways to improve the effectiveness of renewable heating programs, based on homeowner knowledge, have not yet been studied in much detail. To address these knowledge gaps, we conduct a qualitative study on single-family house owners who installed heat pumps and took part in a renewable heating program in Geneva, Switzerland. We cover homeowner practices in choosing installers and heating system types, homeowners' feedback about heat pump installation and use, as well as their experience in participation in the renewable heating program. Based on the literature review and the findings from the interviews, we provide the following recommendations on how to increase the effectiveness of renewable heating programs: (a) support for homeowners should not be limited to financial incentives; (b) partnership programs with installers could help to increase the quality of installation services and enable homeowners to choose qualified installers; and (c) assisting homeowners in pre-qualification and ex-post analysis, in learning how to operate their renewable heating systems and in solving problems during the post-installation period, can contribute to improved technology reputation, which can, in turn, increase technology uptake by other homeowners. [ABSTRACT FROM AUTHOR]