Low carbon heating products such as air source heat pumps could help UK households to reduce their energy bills and shrink their carbon footprint by 44%. A heat pump typically saves £6,700 overall compared to a gas boiler, but rising energy costs have denied nearly half of survey respondents the chance to buy green. 

The survey of over 2,000 adults found that a quarter of respondents would buy a heat pump (24%) if money were no concern, compared to only 2% of surveyed Brits who did purchase a heat pump in the past 12 months.

Rising energy bills and the general cost of living has had the biggest effect on households with a total income between £40,000 and £149,999. In fact, 51% of people from these households said they were less likely to consider buying green products as a result.

Green energy options were found to be more viable once people reached a higher earnings threshold and were therefore not as impacted by the cost of living crisis. 38% of people earning over £200,000 purchased solar panels in the last 12 months (vs just 7% of people on £40,000-70,000) and 50% of people earning over £200,000 buying an electric vehicle (vs just 8% of those earning £40,000-70,000).

While 49% of respondents admitted taking energy-efficient measures in their home due to climate change concerns, the majority of eco-friendly behaviour was driven by the cost of living crisis and to cope with rising energy bills; with 81% of respondents admitting to reducing their heating usage, turning off lights or using energy-saving bulbs.

Josh Jackman, Lead Writer at The Eco Experts, commented: “Our survey shows the appetite for green energy is there, but the cost of living crisis is making it impossible for people to make the changes they want to.

“It’s upsetting that household changes have overwhelmingly been minor alterations made spurred by a desperate need to cut costs, as people are unable to make larger green purchases that would make a real difference to their wallet and the climate.”

The survey of a representative sample of 2,134 adults between the ages of 21 and 85 living in the UK was conducted in December 2022.