Aware but not assured: What's needed to increase consumer confidence in green energy?

New data today reveals that less than 10% of UK consumers are ‘very confident’ about the benefits green heating and insulation products can deliver.

The polling conducted by the Trust Alliance Group revealed the perceived price of green heating and insulation products is the biggest barrier to confidence currently, followed by the need for warranties/guaranties and the qualifications of installers. 

While confidence may be low, awareness of products is relatively high. When asked about which products they were aware of, solar panels (85%) and home insulation (80%) products were the most common for respondents. On the other hand, two thirds (65%) and over a half (52%) of people were not aware of biomass boilers and ground source heat pumps, respectively.

Another area cited as a confidence driver is regulation, with over a third of consumers stating they would feel more confident should a governing body be introduced. The green heating and insulation sector is currently not regulated by an industry body, unlike the rest of the energy sector - which is regulated by Ofgem. Neither does it have one access point for consumer redress – in the rest of the energy sector this is the responsibility of the Energy Ombudsman which not only resolves consumer disputes but works towards building trust in the sector.

Simon Palmer, Group CEO of Trust Alliance Group, said: “Increasing the uptake of green heating and insulation products in homes across the UK is an imperative task if we are to reach the government's ambitious net-zero targets. Our recent research demonstrates the importance of education, engagement and regulation in providing consumers with trust and confidence in this growing sector.”