Italy, like many other nations, is dedicated to achieving its sustainability goals as outlined in various national and international agreements. With the residential sector being a major contributor to energy consumption and greenhouse gas emissions, there is a pressing need for sustainable heating solutions. Heat pump technology presents a promising alternative to traditional heating systems by utilizing renewable energy sources such as air, water, or ground heat to provide efficient heating and cooling. The Italian heat pump market shows significant potential for both qualitative and quantitative improvements. This study investigates the market potential and consumer acceptance of heat pump technology in the Italian residential sector.