Almost half of Brits willing to pay more for green energy

Despite affording energy bills being one of the top concerns amongst British householders, almost half have said they would be willing to pay more in order to boost investment green energy infrastructure, according to a new survey.

The poll, conducted by financial services firm EY, found that almost 30% of people say paying their energy bill is their top worry, falling behind mortgage payments and food bills, which 18% and 9% highlighted as their biggest concern.

Despite this, 48% of the 2,000 participants said they would be willing to pay more for energy if they were supporting a cleaner energy system, such as investing in renewable energy of funding energy efficiency measures.

Tom Ward, head of power and utilities at EY, said, “Our survey reveals a perhaps surprising degree of willingness to pay more for our energy. But only when the purpose is clear there is a strong link to investment for the future health of our energy system.”

The poll comes after the government and energy companies have faced criticism for rising energy bills. However, the survey reveals that the key to winning over consumers is transparency and communicating what their money is being used for and how it supports long-term aims.

Ward added, “As the majority of consumers take a more active interest in their energy, their supplier and what their money is being used for it is vital that industry and government alike take responsibility to empower and inform them.

“This will not only equip consumers with the knowledge they need to make informed decisions but also help to gain their support for the reform that the UK’s energy infrastructure needs.”

Photo: Ewan Munro via Flickr

Further reading:

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Downing Street denies Cameron’s ‘green crap’ comments