Increasing the share of new renewable energy sources, especially solar photovoltaics (PV), is an important pillar of the Swiss Energy Strategy 2050. Compared to traditional rack-mounted PV and greenfield installations, building-integrated PV (BIPV) has a number of advantages with regard to aesthetics, social acceptance and potentially cost. However, diffusion of BIPV has remained at low levels so far. In order to understand the problem and develop valid solutions, this project will focus on non-technical barriers to BIPV adoption. Qualitative and quantitative empirical research with actual and potential BIPV customers and investors, as well as key stakeholders, will identify attitudes and challenges as they are perceived by central actors in the diffusion process. The project also entails an innovative interdisciplinary collaboration between academics from management science, law, architecture and electrical engineering, leading to a high potential for a holistic problem understanding and new solutions. As a result, policy makers, businesses and other stakeholders will be informed about key barriers to market penetration of BIPV and ways to overcome them.