Perceptions and priorities for residential heat pump adoption in the rural northern US

Heat pump (HP) technology has significant potential for decarbonization in the residential energy sector. However, in rural areas of the northern Great Lakes region in the United States, factors such as reduced HP efficiency during winter and financial and social structural barriers hinder HP adoption. Understanding social perceptions and priorities toward HPs is therefore critical for informing a just decision-making process, as it helps align potential electrification initiatives with the local values and needs. Based on survey responses collected across six rural counties in northern Michigan, Minnesota, and Wisconsin, this study investigates the factors that influence perceptions of HP adoption and the priorities when considering HP installation. The results reveal a widespread interest in residential HP technology for both economic and environmental motivations, with potential environmental benefits particularly appealing to senior and Indigenous groups. On the other hand, upfront costs and high electricity costs are identified as the primary barriers to adoption, with these challenges being reported most frequently among women and low-to-middle income respondents. Furthermore, an examination of financial acceptability shows that expectations for financial return are highly prevalent and quite rigid. Identifying the social perceptions and installation priorities associated with residential HP adoption provides a valuable reference for policymaking and deployment strategies, thereby informing just electrification pathways for rural northern Great Lakes communities.