Only one in five consumers will use Green Deal, survey finds

 

The BSI, which conducted similar research in January 2012, surveyed more than 1,200 respondents this month, 60 per cent of whom said they were unsure about the Green Deal. Almost 90 per cent of these said it was because they did not know enough about the Green Deal. It found many consumers were still unconvinced that the Green Deal will save them money and are worried about the disruption that installing energy efficient products will cause. 

The standards body said, in light of the findings, it was developing a Kitemark to install confidence and enhance consumer understanding of the scheme. The Kitemark for Energy Efficient Buildings (EBB) will certify Green Deal products, advisors and installers. The Kitemark will be in addition to the Green Deal standard that all Green Deal assessors and installers will have to be certified under to take part in the scheme under rules set out by the Government. 

"We believe the launch of a new Kitemark, a mark which the public recognises as a symbol of trust and reassurance, will help drive interest and take up of the scheme," Howard Kerr, chief executive of BSI said.

The BSI said 70 per cent of consumers were aware of the BSI Kitemark as a trusted source of guidance. More than half of those surveyed also said that they were likely to use Kitemark accredited products and services as it symbolises independent accreditation.

The Green Deal, which has been touted by the Government as the biggest national improvement programme since the Second World War, aims to cut energy bills and carbon emissions from buildings by making energy efficiency easy and affordable for householders and businesses. Under the scheme, consumers will be able to invest in loft and cavity wall insulation, lagging and other energy efficiency measures, with no upfront payment, with the cost paid back through savings on their energy bills achieved through the energy efficiency improvements.

However, one of the main concerns about the Green Deal is lack of take-up of the scheme among consumers. 

The Government has announced a number of measures to improve take-up, including £200 million of extra funding to encourage households and businesses to sign up to the Green Deal. However, it is not clear when the incentive will be launched and in what form. And although the Green Deal is launching in October, the financing mechanism of the scheme will not be ready until early 2013, meaning most people won’t be able to access products and services under the scheme until then. 

A report published in May by the Green Alliance warned the Green Deal and other initiatives to get the public to reduce energy use are likely to fail without a national communications strategy backed by central Government.