Despite technological progress and costs reductions of PV systems, only a marginal part of the solar electricity potential of BIPV is currently harnessed, although BIPV could effectively contribute to the energy transition toward a sustainable electricity production. This study focuses on the market potential of BIPV in the urban renewal process of Neuchatel’s city, a representative example of middle-size cities of the Swiss Plateau. A study of building permits and a statistical analysis of photovoltaic installations commissioned in recent years have demonstrated the growing potential of renovation or transformation of multi-storey residential buildings with progressive densification of urban areas in Switzerland. Then, this research followed a pragmatic approach, interviewing architects on choices they made for their specific renovation project as well as their viewpoint and beliefs towards PV and BIPV. Answers were examined and compared to interviewees profiles, taking into account their knowledge on BIPV and their proneness to install BIPV products. An acceptance model was used to evaluate the influence of different factors which generate the behavioral intention or enable action. Conclusions shows that the principal obstacle to the BIPV is the lack of knowledge about this technology. Then come obstacles of the lack of market pull and the too high cost investment.