A recent study by consumer advocate group Which? has shed light on the willingness of consumers in the UK to address climate change. While a majority of people express concern about climate change and acknowledge their role in reducing its impact, significant barriers exist, particularly concerning the adoption of green technologies like electric vehicles (EVs) and heat pumps.

The research revealed that 78% of UK adults are concerned about climate change, with 82% recognising their responsibility in reducing their own environmental impact. Many individuals are already taking steps towards sustainable living, such as choosing local holidays to reduce flying (28%).

However, the survey highlighted several obstacles preventing consumers from taking more significant actions to live sustainably. Among them, the adoption of electric vehicles faced significant challenges. Over the past two years, the number of people unwilling to consider an EV has risen from 20% in 2021 to 34% in 2023. The top three barriers cited for not considering EVs were cost (63%), the availability of public charge points (51%), and the cost of installing a home charge point (50%).

Similarly, low-carbon systems like heat pumps, which can reduce carbon emissions significantly, face hurdles. Lack of awareness was a major issue, with 44% of homeowners not even knowing what a heat pump is. Among those aware, 67% pointed to affordability as the main barrier to installation, while 44% doubted the technology’s effectiveness, and 23% considered it unsuitable for their property.

In a positive development, the government recently announced an increase in grants for replacing boilers with heat pumps, now offering up to £7,500. However, more efforts are needed to overcome barriers and promote sustainable behaviours.

Rocio Concha, Director of Policy and Advocacy at Which?, emphasised the importance of government involvement in addressing these challenges. She stated, “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.”

The study also categorised consumers based on their environmentally friendly behaviors, with 51% on the journey towards greener living, 20% already adopting sustainable practices, and 29% not making significant changes yet.