Consumer consciousness concerning the environment has increased and become a major factor in purchasing behaviour. Consumer research to understand and influence the adoption of green technologies and products is therefore important. This paper investigates the beliefs of Belgian consumers concerning the use of biofuels and identifies four consumer segments based on the perceived importance of different fuel characteristics. To convince the performance-oriented consumers to use biofuels, information about these fuels has to stress their quality and performance standards. The society-oriented cluster attaches great importance to environmental friendliness, odour, production origin, the opportunity to decrease energy dependency and job creation. To persuade the environment-oriented consumers low odour, beneficial environmental influence and quality assurance of biofuels have to be emphasized. The convenience-oriented consumers will be the most difficult to persuade to use biofuels. They need to be convinced that every vehicle can drive with biofuel blends without the need for engine modifications. Concerns relating to the price and perceived low availability of biofuels at fuel stations are major obstacles for all consumers involved in this study. (C) 2009 Elsevier Ltd. All rights reserved.