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As a renewable energy solution, photovoltaics (PVs) are crucial in the transition to a more sustainable energy system. Besides large PV installations, household adoption of PVs will be an important contribution to this transition. However, the adoption of PVs on a household level faces many barriers, with gathering and understanding information being one of the major barriers. The aim of this article is to do an in-depth analysis of how households search for and interpret information about PVs and to discuss how to reach different groups with information.

The results in this paper are based on three interview studies made between autumn 2013 and autumn 2016. In the first interview study, seven non-adopters of photovoltaics were interviewed. In the second study, seven adopters of photovoltaics were addressed. In the third study, a …