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Despite significant financial support from the UK government to stimulate adoption of microgeneration energy technologies, consumer uptake remains low. This paper analyses current understanding of motivations and barriers that affect microgeneration adoption with the aim of identifying opportunities for improving the uptake. The findings indicate that, although feed-in tariffs have increased the uptake, policies do not sufficiently address the most significant barrier – capital costs. ‘Environmental benefit’ appears to be a significant motivation to install, but there is doubt whether consumers are willing to pay extra for that. The issue is complicated by the fact that motivations and barriers differ between segments of the population, particularly with age. Younger age groups are more willing to consider installing but less frequently reach the point of installation, suggesting that other barriers such as costs prevent them from …