Abstract: Achieving global sustainability goals will require cleaner and cheaper technologies. Public policy is central to achieving these goals and, in turn, ensuring a quicker pace of change. A major obstacle lies in the fact that technologies cannot be considered isolated entities: they are embedded in a powerful social context of cultural, organisational and institutional systems. This intertwining of different elements is referred to as a socio-technical system. This thesis discusses how socio-technical systems have, over time, allowed locked-in configurations to emerge, referring to a combination of systematic forces that perpetuate unsustainable infrastructures embedded in society. Such lock-ins can inhibit innovation and competitiveness of low-carbon and sustainable technologies, and this thesis looks to concrete solutions for unlocking them. Vital to this objective lies better understanding preferences, intentions, and behaviour of actors involved at each stage of technological development to improve public policy design. A discrete choice experiment – a quantitative non-market valuation method – was, therefore, a core method used to model preferences of key target groups. Target groups considered in the four components of the thesis include i) industry players, ii) policymakers, iii) farmers, and iv) the general public in Belgium, France, Germany, Italy and Spain. The thesis seeks to establish how both economic and regulatory instruments can be leveraged to overcome lock-in. One conclusion sees that implementing an efficient environmental tax regime – an economic instrument – requires balancing political feasibility and public acceptance considerations in line with tax and environmental policy. Results indicate that public acceptance for environmental taxation increases with earmarking. Another conclusion highlights the importance of taking behavioural and habitual considerations into account – both when considering policymakers’ investment decisions, and farmers’ decisions to adopting agro-ecological practices when responding to regulatory instruments. Overall, policy design should emphasise a more continuous and systemic approach to innovation and technology policy on the road to accelerating socio-technical transitions to sustainability.