“…Although some studies show that some adopters hope to generate economic revenues (sometimes related to the availability of economic policy incentives) (cf. Balcombe et al, 2014;Mbzibain et al, 2013;Palm and Tengvard, 2011;Schelly, 2014), most of them are motivated by the longterm possibilities to reduce their energy bills or avoid other costs (Balcombe et al, 2014;Caird et al, 2008;Fischer, 2008;Mbzibain et al, 2013;Nygrén et al, 2015;Warren, 2010;Vasseur and Kemp, 2015). This is in some cases related to expectations of increasing price levels rather than to current investment profitability.…”