Based on an extensive Finnish data covering 1350 interviews the authors surveyed the end users’ perceptions concerning improved energy efficiency, renewable energy integration and zero energy housing. The data has wide social coverage and it matches well with both age and gender distribution in Finland. The survey indicates that solar photovoltaic panels and heat pumps are among most familiar renewable energy technologies to the interviewed occupants while the panels also enjoy the most positive image among the interviewees. However, the interviewees’ willingness to pay extra for energy efficient improvements was more munificent than that for the renewable energy installations. Zero energy buildings were only known to roughly half of the interviewees while 48.9 % of the respondents did not even know whether there is an energy performance certificate for their house or not.