By analysing the context of emerging and developing countries, the author explores the private sector perspective on renewable energy diffusion. The evaluation of two technology case studies, namely wind farms (grid-connected renewable energy) and solar home systems (off-grid renewable energy), reveals the perspectives of highly experienced early adopters. Thereby, qualitative and quantitative data sources including innovative methods such as conjoint analysis are combined. A key finding is that private sector perspectives, especially of early adopters, are highly relevant for policy makers...