New research has highlighted a significant gap between public concern in Scotland over climate change and the levels of consumer action currently being taken to tackle it.
The research also found consumers are unclear about the actions required to meet net zero targets.
The report found cost and convenience are the key factors which drive consumer purchasing decisions rather than environmental benefits.
As a result Consumer Scotland has recommended the Scottish and UK governments provide clearer leadership to make it easier for consumers to make sustainable choices.
The report states: “To help consumers change their behaviours in a real, long-term and impactful way there must be action at all levels of government and industry.”
Key issues to help consumers make more sustainable choices include regulation, incentives and information promoting the positive benefits of sustainable consumption including economic growth, cost savings and health benefits.
The Scottish Parliament has legislated on climate change setting Scotland’s emissions reduction targets to net zero by 2045.
However, the most recent Scottish Greenhouse Gas Statistics show Scotland missed the 2022 interim target, meaning it has now failed to meet nine out of the last 13 targets.
Our research shows:
- three-quarters (76%) of consumers in Scotland are concerned about climate change - with concern highest amongst younger age groups
- concerns are not translating into action with only 10% of consumers ‘very likely’ to change purchasing behaviour in the next year because of environmental concerns and 38% saying this was ‘unlikely’
- consumers are unclear how they can help Scotland reach net zero with only 28% saying they knew a lot about what they need to do and 31% saying they knew either ‘nothing’ or ‘not much’
- a majority of consumers believe responsibility for tackling climate change primarily rests with governments, businesses and industry, with far fewer saying responsibility rests with consumers
Chief Executive of Consumer Scotland Sam Ghibaldan said:
“Although many consumers in Scotland express concern about climate change, this is not translating into action at the pace and scale of change required.
“Making sustainable options more cost-effective and convenient for consumers so they feel like the default, simple choice is central to a successful transition. Our climate targets are unlikely to be met without this.
“Consumers are seeking clearer leadership and guidance to help them to make the choices that will help to tackle climate change. That means governments need to make it easier for consumers to make the changes being asked of them.
“The measures put in place must be designed for and responsive to the needs and priorities of consumers, including those in vulnerable circumstances or on low incomes.”
Background
Consumer perceptions of and engagement with the transition to net zero
Consumer Scotland is the statutory body for consumers in Scotland established in under the Consumer Scotland Act 2020.
One of Consumer Scotland’s key themes is to understand and influence Scotland’s approach to climate change adaptation and mitigation to ensure this delivers effectively for consumers.
Our research included a survey conducted by YouGov Plc undertaken between February and March 2024. The sample size was 2,062 representative of all adults living in Scotland aged 16+.
Additional in-depth qualitative research was conducted in March 2024 by Thinks Insight & Strategy which involved 57 individuals taking part in detailed facilitated discussions about their attitudes and experiences of net zero.