Questionnaire surveys of Swedish homeowners of detached houses were carried out in 2004 and 2007 to understand their needs and attitudes towards attributes of innovative heating systems (IHSs) comprised of a bedrock heat pump, district heating, or a wood pellet boiler. In each occasion 1,500 homeowners were randomly selected. The response rate was 42% in 2004 and 48% in 2007. Results showed that the majority of the respondents were satisfied with their existing heating system and did not intend to install new systems. Economic factors and functional reliability were the most important factors in the respondents' choices of heating system, while environmental factors were of lower importance. Among the IHSs, respondents had the most favorable attitude towards bedrock heat pumps followed by district heating and pellet boilers. But the attitude was more favorable towards electric boilers than for pellet boilers. The least favorable attitude was towards oil boilers. Between 2004 and 2007, there was a positive change in respondents' attitude towards IHSs and electric boilers, and a negative change in attitude towards resistance heaters and oil boilers.