Vigurs, Carol; Williams, Jeremy; Mendizabal-Espinosa, Rosa; Francois-Walcott, Rachel; Wang, Zihan; Kneale, Dylan; Bangpan, Mukdarut; (2023) Decarbonising Home Energy Through Behaviour Change: How to Overcome Barriers to Consumer Green Purchase Decisions. International Public Policy Observatory (IPPO): London, UK.

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Abstract

The UK’s goal of sharply cutting carbon emissions will only be met if householders buy heat pumps or other energy efficient interventions such as insulation. But the UK is not on track to achieve Net Zero and is far behind countries such as Norway, Finland, France, and Italy on metrics like heat pump installation. UK efforts to encourage green purchases have so far been mainly focused on improved technology or offering limited financial incentives – but these have not had the desired effect. A new approach is therefore needed. Informed by behavioural science and international best practice, this review by the International Public Policy Observatory (IPPO) and the UCL EPPI Centre argues that making interventions focused on behavioural and human factors, and the contexts and systems that shape these factors, are likely to increase the likelihood of consumers making green purchases. We argue that a neglect of these individual and social contexts is partly to blame for the current low levels of take-up – and that addressing them can help motivate individuals when they are considering making a green purchase. Drawing both on the review’s findings and our work with stakeholders, IPPO makes the following key recommendations to national and local government to encourage consumer green purchase decisions.

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