Solar panels have not seen the same widespread adoption in the Nordic countries as in the rest of Europe. The aim of the paper is to investigate how house owners that have already expressed some interest in solar panels form an intention to become pilot customers in an innovative scheme to install solar panels. The main theoretical perspective for the analysis is the Theory of Planned Behaviour, expanded by descriptive norms and innovativeness as a personality trait. The data was collected using an online survey, and data from 577 participants was analysed. The sample consists of individuals that took an active step towards installing solar panels on their residence by responding to a call from a local energy provider. The results show that perceived behavioural control has the biggest influence on intention. Moreover, being innovative influences intention positively while being sceptical to innovation has a negative effect. Attitudes, however, have only marginally significant impact on intention in this target group. The results from this paper can provide suggestions for shaping pro-solar panel messages toward the target group of people positive to solar panels but not yet decided to install. (C) 2020 Elsevier Ltd. All rights reserved.