<p>Aquifer thermal energy storage (ATES) can contribute to heating and cooling decarbonization by utilizing the thermal capacity of natural aquifers. Securing acceptance and support for deploying ATES at scale requires acknowledging public perceptions and designing systems compatible with public preferences. Here we characterize attitudinal stances and preferences for the deployment of ATES in public buildings in the UK. Using data from a social survey and a discrete choice experiment, we find substantial heterogeneity in public attitudes and support for ATES installations. Latent class analysis identifies four distinct stances, ranging from cautiously negative to enthusiastically supportive. Estimating mixed multinomial and hybrid choice models, we find strong preferences for quicker deployment of ATES infrastructure, with greater CO₂ emissions-reduction capacity, that can be accessed by private households. Results point to the need for tailored communication strategies and preference-compatible design for achieving socially desirable sustainable energy transitions.</p>