Consumers recognise their role in reducing their climate impact
but need more support in order to make the switch to more
expensive green technologies such as electric vehicles and heat
pumps, Which? research has found.
The consumer champion is concerned that the government weakening
its green targets risks endangering the business investment that
consumers need to play their part in tackling climate
change.Which?’s research revealed that a majority of people
want to do their bit to help combat climate change, with three in
four (78%) UK adults expressing concern about it and four in five
(82%) recognising their role in reducing their own impact.
The survey found that many people are already taking some steps
to live more sustainably where it is within their power and
affordable. For instance, three in 10 (28%) holidaymakers have
chosen to go on holiday more locally to avoid or lower the amount
of flying.
However, lack of awareness and reliable infrastructure as well as
affordability are currently significant barriers preventing
consumers from taking even bigger steps to be more sustainable,
such as investing in electric vehicles and heat pumps.
Which? found that people are growing increasingly unwilling to
consider buying an EV due to a range of barriers. Over the past
two years, the number of people who would not consider one has
risen 14 per cent points, from one in five (20%) in 2021 to one
in three (34%) in 2023.
The top three barriers people reported preventing them from
investing in an EV are cost (63%), availability of public charge
points (51%), and the cost of installing a charge point at home
(50%).
Which?’s survey of 2,067 people also uncovered issues with the
take-up of low-carbon systems, such as heat pumps, which can
significantly reduce carbon emissions.
A major barrier is lack of awareness, with around four in 10
(44%) homeowners not knowing what a heat pump is. However, when
Which? asked homeowners who have heard of them and know what they
are about what is preventing them from installing a heat pump,
two-thirds (67%) said affordability was the main barrier. Around
four in 10 (44%) are not convinced the technology is good enough
and a quarter (23%) felt a heat pump was inappropriate for their
property.
In a positive development, last week the government announced
that grants to help families replace boilers with heat pumps will
increase to £7,500. Previously it was a £5,000 grant for an
air-source heat pump and £6,000 for a ground-source heat
pump.
Which?’s research found that consumers are adopting other
sustainable behaviours and energy-saving behaviours at home -
such as switching off lights when they are not needed (85%) and
switching off appliances at the mains (56%).
Since 2022 there has been a five percentage point increase in
people choosing greener modes of travel - public transport,
walking and cycling - with 19 per cent choosing alternative
travel in 2022 rising to 24 percent in 2023. Meanwhile, more than
four in 10 (44%) said they always or often cut down on their food
waste by both planning what food they buy and composting or
recycling their leftovers.
Which? categorised consumers based on the actions they are or are
not taking to be environmentally friendly and overall found that
around half (51%) of people are on the journey towards living
greener lives, while around a fifth (20%) are already doing so,
but three in 10 (29%) are not currently making any significant
changes to their behaviour.
Given most consumers are committed to being more sustainable, but
face significant barriers which are causing the slow uptake of
certain technologies, the government needs to work with industry
and consumer groups to make it easier for consumers to make
sustainable choices and feel confident investing in green
technologies. They must continue working to put measures in place
so that infrastructure, such as the electric vehicle charging
network, is robust and affordable. Where necessary, they should
also provide support for households on low incomes.
These measures will support those ready to make the change now,
and build confidence among those who might be willing to consider
changes in the future as their financial situation improves or as
prices fall.
Rocio Concha, Which? Director of Policy and Advocacy, said:
“It’s clear that consumers want to play their part in helping
tackle climate change, but our research has found that lack of
awareness, reliable information and the cost of some green
technologies is currently holding them back from leading more
sustainable lives.
“It’s vitally important that the government weakening its net
zero pledges does not prevent it from working in earnest with
businesses to develop and support sustainable solutions.
Consumers also need lower prices, more choice and confidence in
making the switch to green alternatives - whether that’s the car
they drive or how they heat their home and improve its
insulation.”
