This paper first discusses consumer motives for adopting photovoltaic systems (PV systems) from a behavioural-theoretical perspective. Different motives are discussed within a framework of underlying needs and the time sensitivity of various outcomes. Next, empirical data are presented concerning the motives of buyers of PV systems after a promotional and support campaign in the city of Groningen (the Netherlands). Financial support and general problem awareness are found to be critical motives, but the (strong) positive effects of information meetings, technical support meetings and social networks are also identified. Conclusions focus on the critical motives for adopting a PV system, and suggestions are presented concerning policy measures to stimulate the further diffusion of PV systems. (c) 2005 Elsevier Ltd. All rights reserved.