Consumers and the transition to net zero

Berners-Lee calculated that in 2020, the average annual carbon footprint was 12.7 tonnes carbon dioxide equivalent (CO2e) per person per year. This estimate was calculated just before the pandemic, with Covid-19 lockdowns leading to a significant drop in emissions before gradually rising again (Roy, 2022). Figure 1 is significant for highlighting the context within which emission reduction targets operate. The main components of an average UK person’s carbon footprint at home are domestic energy use, for travel it is car travel and flights, for food it is food and drink from shops, and for everything else the main components are use of public services, such as health and education.

It should be noted that different footprint calculators will give different results depending on the underlying assumptions, sources of data, and what they include or exclude. The Berners-Lee calculator attempts to be comprehensive by including the effects of income, goods and services consumption and infrastructure emissions as well as the usual energy, food and transport footprints. Nevertheless, we should treat these sorts of calculator with caution and useful in so far as they provide a quick and easy to use way of exploring options on how individuals can reduce their emissions footprint.

The CCC published its Sixth Carbon Budget report in December 2020 (CCC, 2020a). This was based on an extensive programme of analysis and consultation and resulted in a recommended pathway that would require a 78% reduction in UK territorial emissions between 1990 and 2035. In effect, this would bring forward the UK’s previous 80% target by nearly 15 years. The CCC set out in four key steps how the Sixth Carbon Budget can be met:

• Take up of low carbon solutions
• Expansion of low carbon energy supplies
• Reducing demand for carbon intensive activities
• Land and greenhouse gas removals

In 2021 the UK Government published its Net Zero Strategy, setting out a pathway for reaching net zero greenhouse gas emissions by 2050 (HM Government, 2021). However, more recently the economic outlook in the UK has changed considerably as a result of the UK’s exit from the European Union driving up prices, a protracted recovery period following the Covid-19 pandemic, and Russia’s invasion of Ukraine driving up the costs of wholesale energy. These additional pressures on households and businesses have been experienced as excessively high energy prices and wider inflationary pressures.

Given the changed economic context, the UK Government commissioned a review into its approach to net zero. The review set out to better understand the impact of the different ways to deliver its net zero pathway on the UK public and economy and to maximise economic opportunities of the transition, such as improved public health outcomes or further economic growth in relevant sectors. Chris Skidmore MP was appointed by the then Business, Energy and Industrial Strategy (BEIS) Secretary of State as chairperson to review the approach being taken to net zero in the UK with a view to ensuring that delivering the net zero target did not place undue burdens on businesses or consumers (Skidmore, 2021).

The net zero review considered the potential exposure of businesses and households to the transition, and highlighted factors to be taken into account when designing decarbonisation policy that will allocate costs over this time horizon, so that the policy can help to make the most of opportunities that will arise, and support households as necessary. In doing so it made 129 recommendations, covering areas including the greater role that business can be supported to play, making better use of infrastructure and delivering more energy efficient homes.

In response to the Skidmore Review, as well as a High Court ruling in July 2022 that the UK Government’s current plan for achieving net zero was not detailed enough to show how the UK would meet its goal to reduce its greenhouse gas emissions to net zero by 2050 (Gayle, 2022), a series of policy papers were published by the UK Government under the overarching title of ‘Powering Up Britain’ (HM Government, 2023). These papers set out the government’s preferred approach for the UK’s energy security and net zero commitments to be met, in a way that would aim to maximise the economic opportunities of the transition. The priority for the UK Government was to create the right conditions so that the UK’s energy security was enhanced in a way that would also ensure the economic opportunities of the transition to net zero could be realised and the government’s net zero commitments achieved.

Central to the UK Government’s strategy is the storage of CO2 under the North Sea using Carbon Capture Storage, which UK Ministers have stated also aims to lower energy bills (Stallard, 2023). Although carbon capture has been recommended by the UK’s CCC as a way to remove carbon dioxide already in the atmosphere, concern has been expressed that it could allow the UK to keep using oil and gas rather than focusing on renewable energy or reducing demand. Heating in homes currently accounts for around 14% of UK emissions. However, though it is one of the most effective ways to bring down energy consumption for heating and therefore emissions, there has been no significant increase in funding from the UK Government for home insulation.

In a report co-produced by the Intergenerational Foundation and the Social Market Foundation, key economic and moral questions surrounding how to share the costs between generations of the transition to net zero were considered (Anderson-Samways and Hobby, 2022). A range of factors were identified in the paper, each noted as playing a role in shaping policymaking decisions on how much should be spent on the transition to net zero:

• Moral attitudes to future generations
• Prospects for future economic growth
• Attitudes to inequality between and within generations
• Attitudes to risk

The report makes the case that these considerations are not just economic ones, but also moral and ethical ones that should be decided by open dialogue within society and not simply left to policymakers. The report concluded that, in the interests of intergenerational fairness, the UK Government should commit to spending significantly more at present in order to reach net zero commitments. Singling out the “polluter pays” principle, this investment should be primarily financed by increasing the carbon price in the UK Emissions Trading Scheme and carbon taxation today, rather than borrowing from future generations.

Climate change policy in Scotland

Scotland is playing its part in the global effort to tackle climate change by recognising that all of our homes, businesses and communities will need to be using less energy and water, using different sources of energy, and reducing consumer participation in the full range of carbon intensive activities whose exponential growth we have long become accustomed to. It will also require our cities, towns and villages to become more resilient when unexpected and unpredictable weather events occur.

Scotland’s emissions reduction targets were first set out in the Climate Change (Scotland) Act 2009 (Scottish Parliament, 2009). This created the statutory framework for greenhouse gas emissions reductions in Scotland. The 2009 Act was later amended by the Climate Change (Emissions Reduction Targets) (Scotland) Act 2019 (Scottish Parliament, 2019). This significantly increased the ambition of Scotland’s emissions reduction targets, setting a target to be net zero by 2045. This renewed target was ahead of many other countries at the time, including the UK, where the target set was to reach net zero by 2050 (HM Government, 2021). 

In passing the 2019 legislation the Scottish Parliament also set new statutory interim targets: 56% reduction by 2020; 75% reduction by 2030; and 90% reduction by 204 These interim targets were relative to 1990 levels of carbon dioxide, methane and nitrous oxide and 1995 levels of hydrofluorocarbons, perfluorocarbons, sulphur hexafluoride and nitrogen trifluoride. To help ensure delivery of the long-term targets, the framework also included statutory annual targets for every year to net zero.

However, despite the Scottish Government stating its ambition to reduce emissions, the UK CCC has remained concerned that “underlying progress in reducing emissions in Scotland has largely stalled in recent years. Since the Scottish Climate Change Act became law in 2009, the Scottish Government has failed to achieve 7 of the 11 legal targets” (CCC, 2022c).

To support delivery of Scotland’s targets, the Scottish Government publishes a statutory strategic delivery plan every 5 years. The updated Climate Change Plan (CPP) in December 2020 responded to the Scottish Government’s declaration of a climate emergency in 2019 (Scottish Government, 2019). The updated CPP set out a pathway for the economy and society for Scotland’s emissions reduction targets to be met over the period to 2032 (Scottish Government, 2020a).

However, the CCC has noted that, in its view, Scotland’s legislated 2030 interim target of a 75% reduction in Scottish emissions goes beyond the level of any of the CCC’s five scenarios on the path to net zero set out in the Sixth Carbon Budget (CCC, 2020b). Their analysis indicates that meeting the statutory 2030 target will be extremely challenging. However, while the CCC has expressed concern, they have not gone as far to recommend that the target should be changed in law and instead focus on encouraging delivery of appropriate policy levers.

Importantly all of Scotland’s statutory targets are economy wide. They include all territorial greenhouse gas emissions as well as an estimated fair share of emissions from international aviation and shipping and territorial removals, including from the land use sectors. The statutory framework used by the Scottish Government for Scotland’s emissions reduction activities sets out a default position that Scotland’s targets will be met only through domestic action, without the use of international offset credits.

The Scottish Government believes that Scotland becoming a net zero nation will benefit the environment, people, and society by transforming Scotland’s economy, environment, and communities. Our energy sources will be more sustainable, our buildings more energy efficient, how we travel will be cleaner, our diets healthier, and the natural environment will recover.

However, achieving targets will not be straightforward, nor easy, but it will affect us all. As the Scottish Government has stated, it will need to be “a truly national endeavour with business, communities, and individuals contributing fully. It will require us to be innovative, utilising new and exciting technologies and learning by doing” (Scottish Government, no date (a)). Achieving this will require the whole of Scotland taking action to reduce emissions, at the same time as adapting and building resilience to those impacts of climate change that are unavoidable.

However, to meet targets, a rapid transformation across all sectors of economy and society will be required. Box 1 summarises just some of the steps some utility network providers plan to take in the transition to net zero.

Without doubt achieving annual emissions reductions has proven challenging, however much progress has been made. Despite this the CCC has been clear that there is a need for the Scottish Government to urgently provide a quantified plan for how its polices will combine and interact with the UK Government’s separate plans to achieve emissions reductions. The CCC noted that progress was starting to fall behind the levels required to meet legally binding targets and that progress towards adapting to the impact of climate change had stalled (CCC, 2022a).

Becoming a net zero nation also presents as a moment of opportunity for Scotland as a whole by transforming Scotland’s economy, environment, and communities. The 2019 Act embedded the principle of a just transition, where reducing emissions is done in a way that tackles inequality and promotes fair work. Central to this will be effective engagement with the people living in Scotland, which the Scottish Government believes marks a new chapter in a “people-centred approach to climate change policy” that is different from anything that has come before (Scottish Government, no date (b)).

It also led to the publication of the Scottish Government’s ‘Net Zero Nation: public engagement strategy’ (2021b), which set out an overarching framework for engaging the people of Scotland in the transition to a net zero nation so that everyone is prepared for the effects of a changing climate by ensuring the people of “Scotland recognises the implications of the global climate emergency, fully understands and contributes to Scotland’s response, and embraces their role in the transition to a net zero and climate ready Scotland” (p.7).

The costs of the transition to net zero will be significant, but the potential benefits substantial. The Scottish Government has estimated that undertaking energy efficiency upgrades and installing low carbon heating systems in homes could cost around £33 billion over the period to 2045 (Scottish Government, 2021c).However, consumers and businesses across the UK are facing significant financial pressures due to high inflation and declining real disposable household incomes. This holds the potential to lead to increased likelihood of vulnerability being experienced by a wider range of consumers in Scotland. As a result, to be a success, the transition to net zero will require financial incentives and dedicated support for many consumers, including small and medium sized businesses.

Despite the significant cost, the transition to net zero also creates opportunities, such as encouraging sustainable economic growth, improved employment opportunities, and better housing conditions leading to enhanced health and wellbeing among the population. A policy briefing by the Centre for Energy Policy at the University of Strathclyde concluded that real household income gains resulting from reduced energy bills could lead to sustained economic expansion due to the level of disposable income increasing, which would be available to spend elsewhere in the economy (Katris et al, 2021).

In responding to the Just Transition Commission’s report recommendations, the Scottish Government committed in the draft 2023-2024 Scottish Budget to delivering an enhanced package of policies to be set out in an updated Climate Change Plan and a new Energy Strategy and Just Transition Plan by the end of 2023 (Scottish Government, 2022a). Together these documents set out the actions required to deliver a net zero energy system that supplies affordable, resilient and clean energy to Scotland’s workers, households, communities and businesses. The CCC has welcomed the Scottish Government’s focus on a just transition based on fairness, however it raised concerns about the lack of a clear delivery plan on how targets will be achieved (CCC, 2022a).

Finally, it should be noted that a range of other relevant policy and legislative developments in Scotland are upcoming that will shape the nature of climate change policy in Scotland for some time to come. These include a new Climate Change Plan for Scotland, a Circular Economy Bill and Route Map to deliver a circular economy; an updated Climate Emergency Skills Action Plan; and new public engagement strategies for climate change and heat in buildings.

Scottish public opinion on climate change

In terms of public opinion on climate change, we know from the 2021 Scottish Household Survey (SHS) that there has been an increase in the proportion of adults in Scotland viewing climate change as an immediate and urgent problem, rising from 80% in 2020 to 83% in 2021 (Scottish Government, 2023). While comparisons across multiple years of the SHS is not possible due to changes in methodology, increases in concern about climate change amongst the adult population has been steadily increasing over time. Notably, in 2021 the largest increase was seen was amongst those aged 75+, increasing from 69% in 2020 to 76% in 2021. However, this is still lower than the results for all other age groups which range from 82% to 86%.

In November 2022, the Scottish Government published the results of a representative survey with the Scottish public, focused on attitudes and engagement with climate change. The results were intended to act as a baseline for a forthcoming public engagement strategy for climate change. These results indicated that while concern about climate change is not the most important policy issue for the Scottish population, it is one of the top 3 issues. The Scottish public are more likely to rank the economy (24%) and health and social care (24%) as the policy issues that are most important to them, with climate change being ranked third, being selected as the top issue by 15% of the population.

The same Scottish Government survey indicated the extent of the Scottish population’s knowledge about climate change. Over half (58%) of respondents stated that they know at least "a fair amount" about climate change. However only around one in ten (12%) are confident enough to say that they know "a lot" about it. Just 4% say they don't know anything about it. In this survey those respondents aged 18-34 were significantly more likely than older respondents to say that they know a lot or a fair amount about climate change. School aged young people (aged 14-17) included in the survey were more in line with the Scottish average.

It is also worth noting however previous research for the Postcode Lottery on consumer attitudes to sustainable lifestyles and the environment highlighted a tendency for individuals to overestimate the impact of day-to-day behaviours (such as recycling or active travel) and to underestimate the relative impacts of larger, high-impact lifestyle shifts (such as switching to an electric vehicle, flying less often, or cutting down on consuming meat and/or dairy) (The Diffley Partnership, 2021).

It is clear therefore that any reluctance by consumers and businesses to change from current carbon intensive behaviours will be a key risk to Scotland meeting its statutory emission reduction targets, as well as having a negative impact on current and future consumers. It is essential therefore that Consumer Scotland and other key decision makers are able to identify where consumers currently are at in terms of the transition to net zero and efforts to decarbonise Scotland’s economy and other social practices. Only then will we be able to identify the help and support that they may require if they are to fully participate on an equitable basis, ensuring that the transition is a success where no one is left behind.

Approach to analysis and reporting

The responses for both workstreams were tabulated by the research agency and analysed quantitatively. The analytical approach allowed the prevalence of views amongst respondents to be identified in addition to differences in opinion by key demographic variables. This report summarises key findings of both surveys and makes connections to the policy context to draw out noteworthy findings and between-groups differences.

Where percentages do not sum to 100%, this is due to rounding, the exclusion of ‘don’t know’ categories, or multiple answers being provided. Aggregate percentages (for example where ‘agree’ and ‘strongly agree’ responses are combined and reported as net agree or
net disagree) have been calculated from the absolute values. Therefore, aggregate percentages may differ from the sum of individual scores due to rounding of percentage totals.

Significance testing and margin of error

Significance testing and margin of error both use a confidence interval (95% or 99%). These are complementary but look to measure difference aspects. A 95% confidence level in significance testing is standard practice in social research. This means that where significant differences are found, we’re at least 95% sure that these didn’t happen by chance. A 99% confidence level is typically used when measuring the margin of error and is calculated by using population estimates and sample sizes. This means that we are 99% sure that, given the sample size we have, the attitudes/behaviours for the full population lie within a range of percentage points (confidence intervals) above or below what was found in the survey.

In this research significance testing at a 95% confidence level (p < 0.05) was applied to determine between-groups differences in opinion. Differences are only reported in this report when statistically significant unless otherwise stated. The reporting does not
include every result of every statistical test conducted; only results identified as most relevant for this report are highlighted. The full data tables showing statistical significance are available on request.

The margin of error for the data, based on a nationally representative survey of the adult population of Scotland is 3% at the 99% confidence level. The margin of error refers to the range of values above and below the actual survey result that we can be sure the views of the public will lie between. For example, if 50% of the sample surveyed strongly agree with a statement, a 3% margin of error means that we can be sure that between 47% to 53% of the general population strongly agree with the same statement.

A further third (33%) of respondents stated they do not know what they need to do to help Scotland reach net zero, and a final third (34%) are unsure (neither agreeing nor disagreeing). This indicates that while Scotland appears to be in a good position from which
to build further support for action on climate change and engagement with decarbonisation and net zero policies, there is more work to be done in terms of the two thirds (67%) stating they do not know or are unsure what they need to do to help reach net zero.

The strongest demographic differences in our survey for this issue was by age group, with the oldest age group (aged 65+) being more likely (39%) to state they know what they need to be doing to help Scotland reach net zero, compared to 29% of those aged 16-34 years old
stating the same.

Our results are important because over 60% of the required emissions reductions to meet net zero will be “predicated on some kind of individual or societal behavioural change” (research by the CCC cited by Scottish Government, 2020a: 111). The Scottish Government’s overall approach is based on an assumption that higher impact emissions savings will need to come from behavioural changes, so increased public engagement on domestic emissions reductions will be fundamental to success. However, current levels of awareness of what is required are low, which sits alongside poor public understanding of the issues.

Consumers view governments and businesses as most responsible for reducing emissions

Respondents to our survey were asked to rank who they thought had most responsibility for reducing carbon emissions in the energy, water and other more general consumer markets. Across all of the sectors we were interested in exploring, respondents tended to rank the
Scottish and UK governments and the businesses delivering services within those markets as having most responsibility for reducing emissions, followed by organisations that regulate those markets.

Respondents ranked consumers as having least responsibility for reducing carbon emissions. Though it should be noted that this does not mean that consumers see themselves as not having any responsibility. Rather consumer responsibility is being ranked relatively lower
compared to other categories, such as governments, businesses and regulators.

This finding that consumers were ranked as having least responsibility for reducing carbon emissions across the sectors is an important one when viewed alongside the earlier finding that most people in Scotland view climate change as an important issue. This indicates that
it appears to be an issue where the role of consumers in tackling climate change is difficult to get across, which in turn may support the Scottish Government’s plans for an effective public engagement campaign that can help everyone understand their role if they are to play their part and help Scotland reach the goal of transitioning to net zero. Though this is unlikely to be sufficient on its own, with a mix of levers including incentives and regulation likely required.

Self-reported consumer awareness of how to save energy and water is high, but raising more awareness among the wider population is feasible

Our survey respondents were also asked to agree or disagree with two hypothetical statements about self-reported knowledge of how to reduce personal energy and personal water use in the home. The results are summarised in Figure 3.

For the hypothetical energy question, the results show that over half (55%) of respondents net agreed that they would know how to reduce their personal energy use by 10% if they were asked to do so. Though it should be noted that there was a strong age effect in the data, with around two thirds (65%) of those aged 65+ stating they would know how to reduce their personal energy use by 10%, compared to well under half (43%) of those aged 16-34 stating the same.

For the hypothetical water question, the results show that 56% of respondents net agreed they would know how to reduce their personal water use by around five litres a day if they were asked to do so. This is broadly comparable with previous survey results published by
the Consumer Council for Water (CCW), where 57% of water consumers in England and Wales in 2022 net agreed with the same statement.

There was also a strong age effect for the hypothetical water question, with two thirds (63%) of respondents aged 65+ year olds stating they would know how to reduce their personal water use by around five litres a day, which was significantly more than those aged
16-34 years old (50%) and 35-44 years old (49%).

Energy and water consumers rely mostly on news media and local/national government for information

Successful engagement with the markets consumers are participating in largely hinges on the provision, appropriateness and adequacy of information that can be relied upon to provide the right information in the right format and at the right time. This is particularly
important for complex and emerging issues that may be unfamiliar to consumers.

Our survey results indicate the sources of information used by consumers in the energy and water markets and the extent to which that information is held to be trustworthy and helpful:

Energy: the most prominent source of information related to energy and its supply was from the news media (31%), followed by the Scottish Government (26%). Roughly similar proportions of respondents reported receiving information via the UK Government (16%), social media (15%) and local authorities (14%)

Water: the most prominent source of information related to water and its supply was from local authorities (24%), followed by the news media (22%), and the
Scottish Government (20%). Roughly similar proportions report receiving this information via public bodies (12%), which will include Scottish Water and relevant
regulators, and social media (11%)

Respondents were asked to rank whether information about energy and water supply and its use is trustworthy or helpful. Scientists were ranked as having the highest rates of trust and helpfulness in terms of energy, though only a minority of energy consumers are getting their information from this source. The news media was the most commonly reported source of information regarding energy supply and its use, with trust and helpfulness for this category being ranked around the midpoint. Among those who receive information about energy use from the Scottish Government, there were relatively high levels of trust and helpfulness being reported.

In terms of water, the minority of respondents who get their information from scientists reported this source as having a high rate of trust and helpfulness. Local authorities were the most reported source of information regarding water use in the home and those respondents who get information from this source tended to report a generally positive view in terms of trust and helpfulness. Among those who receive information from Scottish
Government about water use, there were also high levels of trust and helpfulness reported.

Our results on trust can be contrasted with the spring 2023 wave of the Department for Energy Security and Net Zero’s (DESNZ) Public Attitudes Tracker (DESNZ, 2023).

Respondents from across the UK as a whole were asked in that survey to rank levels of trust in summer 2022 in a range of sources of information about climate change, including:

• Newspapers or newspaper websites
• UK Government
• TV news (e.g. BBC, ITV, Sky)
• Scientists working at universities
• Social media (e.g. Facebook, Twitter)
• Scientific organisations (e.g. Royal Society, Met
• Office; TV/radio documentaries)
• Charities, environmental, campaign groups (e.g.
• Greenpeace, Friends of the Earth)

The highest levels of trust in information related to climate change were reported for scientists at universities (86% trusted, with 39% trusting them a great deal), scientific organisations (85% trusted, with 39% trusting them a great deal), and TV and radio
documentaries (74% trusted, with 12% trusting them a great deal). The sources of information most likely to be ranked as not being trusted were social media (77% not
trusted, with 41% not trusted at all), newspapers or newspaper websites (51% not trusted, with 16% not trusted at all), and the UK Government (47% not trusted, with 12% not trusted at all)

There was no statistically significant difference between income groups net agreeing with the statement, I’m concerned about how much energy is used in my home. However, those in the middle and highest income categories were significantly more likely than those on the lowest incomes (under £15,000) to net disagree with the statement: 25% of respondents with an income of £30,000-£49,999, 27% of respondents with an income of £50-£74,999, 25% of those on an income in excess of £100,000 compared to 15% of those with an income under £15,000.

While it is not possible to state definitively what the main concern here is primarily related to, we know from other evidence that consumers in Scotland continue to find meeting the high costs of energy challenging. In particular, the winter 2022 wave of Consumer Scotland’s
energy tracker showed that one-third of consumers report they are not managing their household finances well, which was consistent with the previous wave findings in autumn 2022 (Consumer Scotland, 2022). In the same winter 2022 wave of the energy tracker, 68%
of consumers were also reporting that their household was rationing their energy use, which had remained consistent with the previous wave (autumn 2022). This was a 16% increase in consumers reporting they were rationing energy due to financial concerns since
the spring 2022 wave.

The estimated age of home heating systems in Scotland varies considerably

Trends in boiler efficiency are closely related to developments in energy efficiency and building standards regulations, with 94% of domestic gas and oil boilers in Scotland having been installed since 1998, as a result of the European Boiler Efficiency Directive minimum standards coming into effect. In addition, the proportion of new boilers installed in Scotland has increased by 24 percentage points since 2010. The Scottish House Condition Survey also estimates that in 2019 around 87% of households in Scotland were using a gas or oil-fuelled boiler and over three-quarters (76%) of gas and oil boilers in Scotland were condensing
boilers. This represented an increase of four percentage points since 2018 and 54 percentage points since 2010 (Scottish Government, 2020b).

In our survey respondents were asked to estimate how old they thought their home heating system is. The results are summarised in Figure 5.

The results in Figure 5 show that 57% of heating systems in Scotland are estimated to be under ten years old, with just over one in ten (12%) having been newly installed (less than two years old). A significant proportion (31%) are estimated to be over ten years old which will likely therefore need replaced sooner as those products reach the end of their serviceable lifespan. These may be the consumers more easily engaged in a conversation about low and zero emissions heating systems, as repair and servicing older systems
becomes more difficult or expensive. A more challenging group of consumers to engage in the conversation around home heating systems will be the nearly half of respondents (45%) in our survey estimating that their heating system is between two and ten years old, as
these are relatively recently installed systems that could work well for several years if they are serviced, and the costs of fuel remain affordable.

There was some variation in the estimated age of home heating systems by housing tenure. Those who own their home with a mortgage or loan are most likely to estimate that they have a newly installed system (16%), compared to those who own outright (11%), social
renters (10%), shared ownership (8%), and 3% of those renting from a private landlord. Though this variation may also be concealed by the higher rates of private renters (47%), social renters (19%) and those in shared ownership (17%) not knowing how old their home heating system is compared to those that own outright (7%) or buying with a mortgage or loan (7%). Caution is therefore advised when interpreting this data.

Consumer interest in renewable technologies is low, but will likely grow in the future

In our research we asked respondents whether they currently have or are looking to install in the future different renewable technologies at home. The results are summarised in Figure 6 and show that while a start has been made in Scotland, there is a considerable way
to go. A minority of respondents stated in our survey they have an air source heat pump (ASHP) (3%) or ground source heat pump (GSHP) (1%). It should be noted, however, that our survey results may be overestimating the prevalence of heat pumps in Scotland.

In an update by the Scottish Government (2021d) on progress made toward meeting the target of 11% of non-electrical heat demand from renewable sources by 2020, it was estimated that by the end of 2020 heat pumps saw the largest increase in number of installations and output in Scotland with an additional 3,020 installations contributing to an additional 83 GWh of output, compared with 2019. This brings the total heat output from heat pumps in Scotland to 390 GWh and the total number of installations to around 21,000.
The year on year increase of useful renewable heat produced by heat pumps was split between large heat pumps and new small units typically installed in domestic settings for the provision of heating and hot water. With annual rates of installation continuing around the 3,000 mark (Bowes, 2021), we might reasonably expect to be around 30,000 currently –
so about 1% of all households in Scotland, allowing for the above covering commercial and industrial too.

While caution is therefore advised regarding our survey results on the self-reported prevalence of heat pumps in Scotland, the Energy Saving Trust’s (2022) data on 2020-2021 Home Energy Scotland Loans shows that demand for funding to support the installation of
heat pumps in increasing. Funding committed through the Home Energy Scotland Loan scheme increasing by almost a third, from 586 systems in 2019-2020 to 762 systems in 2020-2021.

Our results also show that around one in five state that they are looking to install either of these technologies in the future: 6% are looking to install an ASHP and 4% are looking to install a GSHP. Around three quarters (76%) stated they do not have an ASHP and they are
not looking to install them and a similar proportion (78%) stated they do not have GSHP and they are not looking to install them. Around 16% of respondents stated they do not know if they have an ASHP and 17% of respondents stated they did not know if they have a GSHP.

The other renewable technologies currently installed at home or technologies the respondents to our survey are looking to install in the future are also summarised in Figure 6. The results show that 7% of consumers in Scotland currently have solar photovoltaic (PV) panels, with a further 13% stating they do not have these currently, but they are looking to install the technology in the future. It is estimated that there are more than 144,000 homes with solar panels in Scotland, according to the Microgeneration Certification Scheme (cited by Jackman, 2023), which is roughly 6% of homes, indicating our survey results are broadly in keeping with official estimates.

There were only very low levels of respondents stating they currently have battery storage at home (2%), with a further 6% stating they do not have these but are looking to install them in the future. Similarly, only 1% of our respondents stated they currently have solar
thermal for heating water, while a further 6% don’t have these but are looking to install in the future. A further 1% currently use district heating and biomass boilers, with a further 1% interested in installing/connecting to these in the future. There was no one included in our
survey with a domestic wind turbine, though 4% of respondents were interested in having these installed in the future.

The renewable technology with most variation by age was related to solar PV panels and solar thermal technology. Those aged 16-34 (17%) and 35-44 (19%) were significantly more likely to say that they were looking to install solar PV panels than those aged 55-64 (9%) and 65+ (6%). Similarly, those aged 16-34 (9%) and 35-44 (6%) were significantly more likely to
say that they were looking to install solar thermal than those aged 65+ (3%).

Our findings on attitudes towards renewable technologies are significant in showing that while there appears to be some consumer interest in newer technologies that can help reduce the emissions from homes, there is some way to go in terms of building widespread consumer interest and support. This may indicate a lack of consumer awareness or knowledge around less familiar types of technology. This is related to the point made earlier that while consumers in Scotland are concerned about climate change, they may lack knowledge on what they can do about it.

This lends support to the Scottish Government speeding up its proposals for public engagement exercises for climate change and heat in buildings. This will go some way to equipping consumers with the knowledge they will need to feel adequately informed and from that behaviours will be able to change. This will, however, need to be backed up with adequate guidance and support, including financial support for the most vulnerable consumers to ensure that everyone benefits from the transition on an equitable basis.

The Scottish Government’s Heat in Buildings Strategy (HiBS) makes clear that to achieve Scotland’s net zero ambitions the country will need to rapidly scale up deployment of zero emissions heating systems so that by 2030 over one million homes and the equivalent of
50,000 non-domestic buildings are converted to zero emissions heat (Scottish Government, 2021a). In an online blog for ClimateXChange it was estimated that currently Scotland installs 3,000 low carbon domestic heating systems a year across all technology types and
between 517,000 and 717,000 domestic properties will be required to install heat pumps in Scotland by 2030 to meet climate targets (Bowes, 2021). However, for the heat transition to be a success, all of this will need to be done in a way that will protect those in or at risk of
fuel poverty from increased energy costs and avoid placing a burden on those least able to pay.

Consumers perceive renewable technologies as better for the environment, but more costly to install and run

To be able to promote the uptake of renewable technology alternatives at the scale required to meet the Scottish Government’s ambitions as laid out in the HiBS will require widespread and improved awareness of renewable technology options available to consumers.

The homebuilding, extending and renovation sector estimates the cost for an air source heat pump installation on a new build property would be between £8,000 to £16,000 and potentially as much as £28,000 on an existing property (Hilton, 2021). This estimated cost is at the top end of estimates and would include upgrading radiators and replacing pipework.

The homebuilding, extending and renovation sector also estimates the cost of installing a ground source heat pump would be around £14,000 to £25,000 or possibly more if a large borehole collector is required. Though other estimates of the capital costs of adopting heat
pumps have suggested replacing gas and oil-heated homes heating systems will cost between £11,290 and £14,300 (Palmer and Terry, 2023). In the same analysis, electrically-heated homes replacement heating systems is estimated to cost somewhere in the range £10,480 to £19,980. This compares to the average cost for purchasing and installing a standard combi boiler being between £2,000 to £3,000 for a simple gas boiler replacement.

In our survey, two thirds (66%) of all respondents net agreed that renewable energy technologies are more expensive to install when compared to gas-based alternatives. Interestingly, 80% of respondents on the highest incomes (> £100,000) believe renewable
energy technologies are more expensive to install when compared to gas-based alternatives, versus 59% of respondents on the lowest incomes (< £15,000) stating the same. Speculatively it could be that people with most money have looked into the cost of renewable technology, so therefore have a more realistic understanding of the costs involved.

Over a quarter (27%) of all respondents stated a belief that renewable energy technologies are cheaper to run when compared to gas-based alternatives. There was no statistically significant difference in the responses by income group, though respondents on higher incomes were marginally more likely than those on lowest incomes to state a belief that they are cheaper to run (29% of those on incomes > £100,000 compared to 25% of those on incomes < £15,000).

Our survey results also indicate a significant majority of all respondents (62%) agreed that renewable technologies are better at reducing carbon emissions, with only a minority agreeing that renewable energy technologies are more reliable to use (19%) and that they are better at heating homes than gas (16%).

These results should be caveated by the fact they are gathering consumers immediate responses to the question asked. There is no way of knowing from the data collected how aware or experienced the respondents were of renewable technologies. It should also be noted that there were high occurrences of “don’t know” responses to the question. This may reflect an unfamiliarity with renewable technologies in the general population or a lack of accurate knowledge from which to form an opinion. But if the results are taken at face
value, it is clear that there was a dominant view amongst respondents that renewable energy technologies are more costly to run in comparison to gas alternatives.

Consumers recognise the impact of specific energy related behaviours, but convenience and cost matters

Our survey asked respondents to rank the impact on the environment they believe would stem from undertaking a range of specific energy related behaviours:

• Improving energy performance
• Saving energy through low cost measures
• Installing a new home heating system
• Installing renewable energy technology
• Switching to hybrid or electric vehicles
• Installing heat pumps

The respondents generally viewed the full list of different types of measures as having at least some impact on the environment, but to varying degrees. Saving energy at home by improving the home’s energy performance (e.g. better insulation, replacing doors/windows,
installing underfloor heating, etc.) was considered to be the most impactful intervention, closely followed by saving energy at home (e.g. switching off lights, turning down a heating thermostat, etc.), and installing new home heating systems that produce fewer greenhouse
gas emissions (e.g. more efficient electric heating). The intervention viewed as having least impact on the environment was installing heat pumps, closely followed by switching to a hybrid or electric vehicle when you replace your current vehicle.

Our survey asked the respondents to indicate which of the energy related behaviours listed above they personally do/have done and those they personally do not do/have not done. The results are summarised in Figure 7 and show that the majority of respondents (91%) self-reported that they are already saving energy at home through low cost measures (such as switching off lights and turning down a heating thermostat). In addition, more than half (54%) of respondents reported they have saved energy at home by improving their
property’s energy performance, for example through better insulation, replacing doors/windows, or installing underfloor heating.

However, over a third (35%) of respondents stated they have not sought to save energy at home by improving their property’s energy performance already and most respondents reported they do not have a heat pump (84%), drive a hybrid or electric vehicle (82%), nor
have renewable energy technology in their home (77%). The apparent consumer reluctance around switching to electric or hybrid vehicles is particularly interesting, given that according to Transport Scotland (2022), new registrations of electric or hybrid-electric vehicles have seen steady increases in new registrations in recent years, to currently be sitting at around 18,437, or 10% of new registrations.

In addition, of the 10% of respondents in the survey stating they had installed/have some sort of renewable energy at home, the single biggest motivating factor was lowering energy costs (63%), followed by increasing the energy efficiency of the home (39%), and a third
(33%) stated a belief that it is their personal responsibility to help tackle climate change.

Cost remains a significant barrier to some energy interventions

In terms of the barriers consumers face for installing or having energy interventions at home our research suggests that a lack of information is important. As shown in Figure 8, cost was identified as the biggest barrier to driving a hybrid or electric vehicle (76%), having a new home heating systems installed that produce fewer greenhouse gases (68%), having a
renewable technology in their home (66%), saving energy by improving the home’s energy performance (62%), and having a heat pump installed at home (59%).

Just under a quarter (23%) of respondents stated that they do not know enough about heat pumps to be able to form a view, indicating a potential lack of appropriate knowledge around that particular measure. However, making comparisons about installation and running costs between familiar carbon intensive technologies and less familiar renewable technologies, such as heat pumps, can be difficult because these can depend on the size and type of property, how much insulation it has, the type and age of radiators, the efficiency of the boiler, the price of gas relative to electricity over time, and grants available for installation. Nevertheless, if there is a perception amongst the public that heat pumps are
more costly to install and run than gas boilers, then it is reasonable to assume that more work will be required to help consumers understand the true extent of installation and running costs.

For the minority of respondents not currently saving energy at home by undertaking low cost interventions (such as switching off lights or turning down a thermostat), the main view expressed here was related to this type of intervention being too much hassle to do
consistently (34%), or the intervention is perceived as being ineffective in reducing the environmental impact (33%).

Key insights on energy supply and its use at home

Overall, our survey results related to energy supply and use in the home indicate that those consumers who are most concerned about climate change appear to have a good level of awareness about undertaking a range of energy related behaviours, but others with less
concern appear not to. While consumers in Scotland are generally interested in climate change and want to take personal action in relation to energy supply and its use, for many people they do not appear adequately equipped with appropriate knowledge required to
allow full participation in the transition to net zero on an equal footing.

For many consumers there are real and perceived barriers to participation that may be difficult for some to overcome, particularly where interventions come with a real or perceived high financial cost to the consumer, at least initially. This is despite the considerable consumer interest in climate change as an issue and consumers wanting to undertake at least some interventions at home.

For low cost and easy to do everyday actions, most consumers state they are already doing what they can, and for those who are not doing what they can, more may need to be done to raise greater awareness that can build on interest that already exists. But for a significant number of consumers a lack of information that can be relied upon to help consumers form
accurate views and from their make informed choices in the future. Attending to these barriers will enable all consumers to find their place in the transition to net zero and undertake the behavioural changes that will be required.

The results in Figure 9 show: around eight in ten (80%) believe that drought (a natural hazard, caused by large-scale climatic variability, and cannot be prevented by local water management) is connected to climate change; a similar proportion (82%) believe that when
unexpected flooding occurs, it is connected to climate change; around three-quarters (73%) stated they think that water scarcity (related to the long-term unsustainable use of water resources ) is connected to climate change; and around half (50%) of our respondents believe that poor water quality is connected to climate change.

In Scotland household water use is high compared to the UK as a whole. Scottish Water estimates that each person in Scotland uses around 180 litres of water per day (Scottish Water, 2023). This compares to an average in England and Wales of 145 litres (Water Wise,
2023). Most consumers appear to be unaware of how much water they use and, when asked, most people significantly underestimate their usage. While it can be difficult to state definitively why this is the case, forthcoming research by Consumer Scotland to be
published later in 2023 has suggested that the indirect relationship between Scottish Water and its customer base and water being paid for on a ‘flat rate’ basis as opposed to how much is used in each dwelling due to a lack of metering may be contributing factors.

The challenge of trying to reduce water consumption in Scotland stems from public perceptions of high rainfall and surface water supplies being plentiful. Scotland’s northerly position means that in some regions rainfall remains high overall, particularly so on the west coast. Eastern Scotland is typically drier, causing water scarcity warnings in many areas to become increasingly common. Although it should be noted that in summer 2023 the west suffered more from greater water scarcity than the east for the second time in recent years. This is partly due to the type of ground in the west being rocky, so water sources dry up quickly when there is low rainfall, which there has been in recent years. As already
mentioned in this report, long term analysis of climatic trends for Scotland suggest winters are becoming warmer and wetter and summers drier and hotter.

This will have implications for future water security in Scotland, putting pressure on existing water infrastructure and potentially leading to increased instances of flooding of homes, businesses and communities, alongside contributing to untreated sewage discharges.

Most consumers are not concerned about how much water is used at home

In our survey respondents were asked to indicate the extent to which they are concerned about how much water is used in their home. The results are summarised in Figure 10. These indicate that more than half of respondents (53%) do not report being concerned,
with only around one in five (19%) agreeing that they are concerned. This is consistent with the earlier point about consumers being unaware of how much water they use. This is perhaps not surprising given the indirect relationship consumers have with Scottish Water
due to billing occurring alongside Council Tax collections by local authorities in Scotland and may go some way towards explaining why many consumers go to their local authority for information on water.

When asked for their views on the environmental impact of water use, a majority (58%) of our respondents stated a belief that water use at home increases energy costs borne by water companies in general to treat and pump waste water, and that water use at home
reduces the amount of water in lakes (or lochs in Scotland), rivers and reservoirs (51%). Thirty eight per cent of respondents stated they think that water use at home can make droughts worse, while 27% stated that water use at home can create pollution in the natural
environment. Just under a quarter (24%) stated that water use at home can produce carbon emissions/greenhouse gases.

These views are important because water is the primary medium through which each of us will feel the effects of climate change. Indeed, as outlined by WaterWise (2023), the combination of population growth, rising water use, and a changing climate will increasingly
affect future water resources in the UK and, if water efficiency action is not increased, the UK could be hit by significant water shortages by 2050.

Water behaviours are viewed by consumers as impactful, but the hassle factor looms large

Our survey also captured respondents’ views on a range of water-related behaviours and identified self-reported perceptions of their impact on the environment. The following behaviours were asked about:

• Avoiding pouring chemicals/medicines, fats, oils and greases down the sink
• Ensuring dishwashers and washing machines are full
• Reducing water use in dry seasons
• Fixing leaky taps
• Wiping/scraping cooking pans before washing
• Using a watering can rather than a hose in the garden
• Using cold water as much as possible
• Only flushing “pee, paper and poo”
• Putting a bin in the bathroom for things that can’t be flushed
• Shortening the length of showers
• Turning off taps while using the bathroom sink

All of the measures asked about were viewed by respondents as being impactful in some way, but to varying degrees. The avoiding pouring/rinsing chemicals/medicines, fats, oils and grease down the sink option was seen as the most impactful behaviour by respondents, followed by flushing ‘pee, paper and poo’ that will dissolve in water, and ensuring dishwashers and putting a bin in the bathroom for things that can’t be flushed, such as sanitary products and cotton buds. While all of the behaviours asked about were deemed
impactful by respondents in some way, those ranked as having less relative impact were: (1) using cold water as much as possible; (2) using a water can in the garden, rather than a sprinkler or hose; and (3) wiping/scraping cooking pans before washing to get as much fat/oil out as possible.

When asked to indicate those personal water behaviours that respondents currently do and those they currently do not do, the vast majority of consumers claim that they are already wiping cooking pans to get out as much fat/oil as possible (86%), only flushing ‘pee, paper,
and poo’ that will dissolve in water (85%), and avoiding pouring chemicals, fats, oils and greases down the sink (85%).

Around three-quarters (78%) also report putting a bin in the bathroom for things that can’t be flushed such as wet wipes, cotton buds and sanitary products; 76% ensure that dishwashers and washing mashing machines are full before running, and 76% fix leaking taps. Fewer than half (46%) reported they already reduce their water usage in dry seasons and 47% use a watering can in the garden rather than a sprinkler or hose.

It is clear from the responses to our survey that consumers in Scotland appear to hold a range of views when it comes to how the water environment is managed and where personal responsibility resides. A summarised in Figure 11, the vast majority (73%) of
respondents disagreed that they expect their water company to deal with anything they want to pour down their sink and 79% stated they know how to get rid of cooking fats and oils other than down the sink. Just over a quarter (27%) agree that they would only reduce
their personal water use if it saved them money. While over a third (37%) agreed that it rains so much where they live that there is no need for them to use less water, the same proportion (37%) disagreed with the statement.

The barriers to doing a range of water interventions are summarised in Figure 12. The results show that using a watering can, as opposed to a hose, was seen as being too much hassle by over half (58%) of respondents and wiping or scraping cooking pans was seen as too much hassle by a similar proportion (53%). It is notable that almost a third of respondents considered turning off the tap while brushing teeth, shaving, or washing face
(32%) and ensuring dishwashers and washing machines are full before running (31%) to be ineffective at reducing the environmental impact.

There were, however, very high levels of not knowing enough about the issues and “don’t know” responses across each of the interventions listed in Figure 12, suggesting that the barriers provided to respondents in the list may not necessarily explain why people did not
carry out those behaviours. Caution is therefore advised when interpreting these results.

Key insights on water and its use at home

Taken together our results related to water supply and its use at home indicate that on the whole consumers self-report high levels of awareness of general water efficiency and best practice behaviours. Scottish Water (2023a) has put significant resources into key campaigns that aim to engage with customers and communities across Scotland, to share advice and
important messages around our essential services, health, safety and the environment.

Some recent examples include:

• The Your Water Your Life campaign, launched in June 2018 to highlight the role water plays in the lives of people across the Scotland
• The Nature Calls campaign asked people to 'bin the wipes', due to many wipes containing plastic, meaning they don't break down in the sewer and can cause
  blockages
• Water is Always Worth Saving campaign aimed to raise awareness of the vital role water plays in people’s lives and highlight that as it is a precious resource we can all
  make small changes to save water and energy all year round, which is good for the planet and for people’s pockets

While these efforts to improve water literacy among the population are welcomed, it remains the case that most consumers seem to get most of their information about water from local authorities. This points towards more being done to raise wider awareness about the nature of the water sector in Scotland.

Our survey results also show that unlike with the barriers we saw related to energy, where costs were largely seen as the single biggest barrier for action, the convenience or hassle factor associated with undertaking water interventions stands out in relation to water. This is important when played out alongside prominent barriers such as consumers appearing to
not know enough about specific issues, or perceptions persisting that certain behaviours might be ineffective in reducing environmental impact. It should, however, be noted that for many of the water interventions asked about in our survey there were many instances of
‘don’t know’ reported. The results should, therefore, be treated with caution.

The survey results indicate that fewer than half (45%) of respondents agreed that their current purchasing decisions are influenced by concerns for the environment, with over a quarter (27%) disagreeing with the statement. This suggests that consumers in Scotland do not currently appear to be overly influenced by concerns for the environment when it comes to making household purchasing decisions.

Having said that, more than half of our survey respondents (61%) believe they will consider the environmental impact of purchases they will make in the future, with 16% disagreeing with the statement. In addition, a third (32%) of respondents agreed that they believe they consider the environmental impact of purchases more than other people, with just over a
quarter (26%) disagreeing. Though it should be noted that a far higher proportion of respondents stated they neither agreed nor disagreed with the statement (39%).

These results are important because, as stated earlier, the Scottish Government considers that over 60% of the emissions reductions required to meet net zero in Scotland will require some kind of individual or societal behavioural change (Scottish Government, 2020a). In addition, while Zero Waste Scotland (2021) has estimated that in Scotland around four fifths (80%) of our carbon footprint comes from all the goods, materials and services produced, used and thrown out, often after minimal use. Only one fifth of people are fully aware of the negative environmental impacts of our consumption of new products that are often only used a few times before being discarded as waste.

Consumers support a range of use, reuse or disposal of household goods measures

While consumers do not appear to be overly influenced by concerns for the environment when it comes to purchasing household goods, there is broad support for a range of measures that can help promote more environmentally friendly behaviours. The respondents to our survey were asked for their views on a range of measures related to the use, reuse or disposal of household goods:

• There should be more promotion of repair and re-use services, as well as recycling services
• Products should be made so that they are easy to repair and their components can be re-used
• Companies that sell products should be responsible for taking them back for recycling or disposal at end of product life
• Products which can’t be repaired or recycled should be taxed more than those that can be
• Products which can’t be repaired or recycled should be banned
• I have avoided purchasing a product in the last three months because of its negative environmental impact

The highest level of agreement was for the statement: there should be more promotion of repair and reuse services, as well as recycling services (92%). This was closely followed by the statement: products should be made so that they are easy to repair, and their
components can be re-used (90%), and third was the statement: companies that sell products should be responsible for taking them back for recycling or disposal at the end of product life (80%). Taken together the results indicate broad support in Scotland among
consumers for a range of measures that can help promote more environmentally friendly behaviours.

Just over a third (35%) of respondents stated they had avoided purchasing a product in the last three months because of its negative environmental impact, but a similar proportion (35%) disagreed with the statement, indicating consumers overall are split fairly evenly on
this issue. Though an age effect was apparent in the data, with those aged 16-34 more likely to have avoided purchasing a product in the last three months because of its negative environmental impact (44%) compared to 27% of the oldest age group (aged 65+). This was
also the case for those living in rural areas (41%) compared to those living in urban areas (35%).

In addition, more than half of all respondents supported the suggestion that more tax should be charged and paid for on products which can’t be repaired or recycled (53%), and a little under half of respondents supported a ban on products which can’t be repaired or recycled (46%).

There is more consumer awareness and engagement with familiar and easy to do repairing, reusing, recycling and buying second-hand behaviours

Respondents to our pilot study were also asked to self-report a range of behaviours related to household goods and whether those behaviours are being undertaken or not. The results are summarised in Figure 14 (with N/A responses excluded).

The results indicate there is consumer awareness and engagement with a range of repairing, reusing, recycling and buying second-hand behaviours in Scotland. After not applicable responses were removed from the sample, over three-quarters (79%) of respondents stated they are repairing goods when they are worn or broken, compared to 18% stating they do not do this currently. Over two-thirds (69%) stated they are choosing products with reusable and recyclable packaging, though around a quarter (26%) state they are not doing this currently. In addition, over half (58%) of respondents stated that they are buying second
hand rather than new goods, compared to 37% stating they do not do this currently.

Our respondents were more evenly divided on whether the environmental impact of a products materials (45% versus 44%) or a product coming in non-recyclable packaging (43% versus 47%) impacting purchasing decisions. Though fewer than a quarter (23%) of
respondents stated they are leasing or borrowing rather than buying items new, compared to 71% stating they are not doing this behaviour.

The Scottish Government previously set a 60% household recycling target by 2020, and an all-waste recycling target of 70% by 2025 (Zero Waste Scotland, 2023). However, achieving these targets has proven challenging to meet. In data recorded by the Scottish Environment Protection Agency (SEPA), the total amount of household waste generated in Scotland in
2021 was 2.48 million tonnes, with a Scottish household waste recycling rate of 42.7%, representing an increase of 0.7 percentage points from the 42.0% rate achieved in 2020 (SEPA, 2021).

According to Zero Waste Scotland (2023) no single policy or practice is sufficient on its own to produce household recycling rates of 65% and above. To achieve these sorts of rates requires significant commitment from local and national government, as well as householders. In an analysis of international comparisons by Zero Waste Scotland (2023),
those countries that exceed a 65% household recycling rate use a combination of levers, including stretching local targets, comprehensive local collections, direct charging for residual waste collections and other incentives to encourage recycling.

Within this context our survey results are important because they indicate that consumers are more likely to report to be doing the more familiar and easier to do behaviours of repairing, reusing, recycling and buying second-hand. Consumers appear to be less likely to
claim to be doing behaviours that are unfamiliar or perceived to be less convenient or more hassle. This highlights a significant challenge for government if consumers are not fully engaging with consumer behaviours and policy levers, which will make achieving targets more difficult.

The drivers of consumers purchasing decisions varies by the type of item

Replacing an item that was broken was the main reason selected when respondents had last purchased: a home appliance (81%); electronic device (67%); or piece of furniture (53%). Over one in ten (16%) reported replacing another item that was out of fashion for the last piece of furniture they bought, with 14% stating the same for the last electronic device bought, and 11% for the last piece of clothing bought. When it comes to purchasing items to add to belongings, over half (52%) selected this reason for purchasing a piece of clothing,
over a third (37%) for purchasing a bicycle, and a quarter (25%) for purchasing a piece of furniture. For each of these percentages, any not applicable responses were removed prior to analysis.

Figure 15 illustrates the findings related to sustainability concerns, including carbon emissions, influencing respondents’ clothes purchasing behaviours. The Scottish Government’s updated Climate Change Plan has identified tackling ‘fast fashion’ as an area where they want to support consumers to make sustainable decisions to tackle climate change by, for example, encouraging consumers to move away from fast fashion clothing choices (Scottish Government, 2020a). This also links directly to the principles underpinning the proposed Circular Economy Bill that was discussed earlier in this report.

The results in Figure 15 suggest a varied picture exists when it comes to sustainability concerns influencing purchasing decisions. Only a small minority of respondents (7%) stated sustainability concerns always influence their choices when purchasing clothes. With just over a third of respondents (35%) stating that their clothing choices are sometimes influenced by sustainable choices. However, a further 35% stated they do not consider the sustainability of clothes when making their purchasing decisions. Interestingly, the
sustainability of clothes purchased are sometimes considered by almost a quarter (23%), but this does not go on to affect their decision to buy.

In our survey results females are more likely (11%) to consider purchasing clothing based on sustainable choices than males (4%), and those in the ABC1 social grade are more likely to consider the sustainability of the clothes they buy, than those in the C2DE social grade (28% ABC1 vs 17% C2DE).

When asked to state what they did the last time an item was broken or became damaged, our pilot survey shows that only a minority of respondents stated they disposed of the item in their general household waste: items of clothing (15%), an electronic device (9%), and a
home appliance (8%). Over half of the respondents recycled the item through their local authority collection service or local recycling centre: home appliances (61%), a piece of furniture (58%), or an electronic device (52%). The last time a bicycle broke or became
damaged, respondents stated they were more likely to repair it or give it to someone else (71%), rather than taking it for recycling (22%), or disposing of it (2%). For each of these percentages, any not applicable responses were removed prior to analysis.

Respondents were presented with a range of options that could help consumers to reduce the carbon emissions from household items they purchase. The options ranked as most helpful were: (1) lower cost of products which have lower environmental impact, (2) more products with lower environmental impact being available, and (3) clearer labelling allowing consumers to compare products. The options ranked as being least helpful overall were: (1) encouragement from influencers in media and social media, (2) encouragement from friends and family, and (3) being able to try products before buying them.

Consumers in Scotland don’t currently look to reduce emissions from their parcel deliveries

Figure 16 summarises the actions respondents report they are undertaking to reduce emissions from their online orders, where 1 is ‘never’ and 5 is ‘for every order made’.

The results indicate almost half (47%) of respondents report always trying to avoid redelivery for every order made by choosing a delivery day or time when they will be home. A third of respondents (33%) look to book delivery for the same day if they are getting multiple items delivered for every order made, and less than a third (29%) reduce the number of returns they make for every order as a way of reducing emissions from online
orders.

The results also show that over half (58%) of consumers in Scotland state they never look to reduce emissions from their parcel deliveries by having items delivered to a parcel locker. Similarly, around two in five (44%) never get items delivered to a local shop or post office to reduce emission from their parcel deliveries. Around a third of respondents never opt for environmentally friendly parcel operators, even if one is available (34%), never choose retailers that use compostable packaging (34%), nor choose a later delivery date to ensure
items are delivered in a more environmentally friendly way (33%).

Our pilot survey results suggest that there are ample opportunities for engaging consumers in a range of choices and behaviours, which aligns with the Scottish Government’s (2020a) view that there are a range of opportunities available to make lower carbon deliveries, such as the introduction of consolidation centres, of pick-up and drop-off points, or the widespread use of e-bikes and cargo bikes. To be a success however, these will need to appeal to consumers. The challenge to the Scottish Government, local authorities and the wider industry, therefore, will be to look at the issue holistically so that comprehensive and effective solutions are developed that will meet the needs of consumers.

Many consumers are trying to make more sustainable transport choices, but many options lack widespread appeal

The use of transport services is essential for people day to day, but transport is Scotland’s biggest sector contributing to emissions. Indeed, Transport Scotland (2019) estimates that, including international shipping and aviation, transport accounts for 37% of Scotland’s greenhouse gas emissions under the definition set out in the Climate Change (Scotland) Act
2009 and road transport makes up 69% of Scottish transport greenhouse gas emissions. The Scottish Government’s (2020a) updated Climate Change Plan states that ensuring more people choose active and sustainable travel will not only result in fewer emissions but can also promote healthier lifestyles and better equality of access to transport connections.

In our pilot survey, respondents were asked to select from a list of transport related behaviours those activities they currently do and those that they do not do currently. The results are summarised in Figure 17, with N/A responses excluded.

For those transport choices and behaviours currently being undertaken, the majority (82%) state they are already using local services (for example doctors, schools and shops) within walking distance from their homes. Similarly, 70% state they are making active travel choices, by walking, wheeling or cycling. One in six (60%) of respondents state they are trying to reduce their car mileage. Just over half use public transport rather than use a car (54%). The transport related behaviours that respondents are least likely to be doing
currently are: 7% stating they have taken part in fuel efficient driver training courses and 8% have made use of a cycle hire scheme. Nine per cent have joined a car club or formal car sharing scheme. For each of these percentages, not applicable responses were removed
from the base numbers prior to analysis.

The Scottish Government (2020a) has been clear that individuals have a significant contribution to make to help reduce emissions from transport in Scotland. This may involve individuals needing to consider their transport choices holistically and to weigh up personal
need to travel on a daily basis. Our survey results suggest that many consumers claim they are already doing many of the low cost and more convenient sustainable travel options, such as using local services, undertaking active travel, and using the car less. Where it will be difficult to shift consumer behaviour will be in those areas that are perceived to be ineffective for helping tackle climate change or are perceived to be less convenient or more hassle than less sustainable alternatives.

Many consumers are trying to make more sustainable food and drink choices and behaviours, but many options lack widespread appeal

Respondents in our pilot survey were asked to select from a list of different food and drink choices and behaviours those they do currently and those they do not do. The results are summarised in Figure 18, with don’t know and N/A responses not included

The majority of respondents (83%) stated that they buy from local businesses (compared to 16% that state they do not), 71% state they select food that is in season (compared to 25% that say they do not), and almost two thirds (61%) state that they choose locally grown fruit and vegetables (compared to 35% that state they do not).

Interestingly, over half (54%) of respondents state they have already reduced the amount of meat they consume, though a significant minority (45%) state they have not done this. This is consistent with research by Food Standards Scotland (2022b) on the Scottish diet, which confirms that there has been a decline in red meat consumption in Scotland. Across 2016-2018, the average intake of red and processed meat was 55g per day, compared to the Scottish Dietary Goals of 70g per day and intakes have significantly decreased from 65g per day since 2001-2003.

In our pilot survey the food and drink behaviours least likely to be done currently in Scotland are eating a vegan diet (92%), with 7% stating they are eating a vegan diet at least some of the time. Eating a vegetarian diet has not been done by 80% of respondents (19% stating they do) and switching from dairy to dairy substitutes is not being done by 74% (24% have switched).

In more recent research for Food Standards Scotland (2023) on consumer attitudes towards the diet and food environment in Scotland it was found that more than a third of consumers (35%) say they actively reduce meat consumption most or all of the time, while 28% actively
reduce dairy intake. While only 8% in this survey stated they adopt a vegan or plant based diet all of the time, a significant minority (32%) are eating a plant based diet at least occasionally. Our pilot survey results related to diet therefore need to be treated with caution as the terms ‘vegetarian’ and ‘vegan’ were not explicitly defined in the questionnaire. So some respondents may have selected this response when they may eat some other diet, e.g. fish and no meat wasn’t provided as a response option. It was also possible for more than one response to be selected.

When asked to reflect on the barriers they face to making more sustainable food and drink choices, the most cited reason given was it ‘doesn’t appeal to me’. Around three quarters of respondents who do not currently engage in these behaviours said eating a vegan diet (77%), a vegetarian diet (76%), reducing dairy consumption (73%), switching to meat substitutes (72%) and switching to dairy substitutes (72%) does not appeal to them. Similarly, around two thirds (65%) have not reduced their meat consumption as this doesn’t appeal to them.

The respondents to our survey were also asked what would help them to make more sustainable food and drink choices. Lower cost of products with lower environmental impact was identified by respondents as the most helpful intervention to help reduce the carbon
emissions from the food and drink consumed. This was followed by having more choice of products with lower environmental impact, and clearer labelling on products.
Encouragement from influencers on media and social media was regarded as the least helpful measure, followed by encouragement from family and friends, and opportunities to try different products before buying.

Our survey results on attitudes and behaviours towards food and drink are consistent with evidence from Food Standards Scotland (2022). FSS’s consumer tracking survey indicated that 66% of consumers in Scotland are concerned about the impact of food production and
packaging on the environment (e.g. carbon emissions, water scarcity). However, environmental concern was only ranked 8th out of a list of 10 areas of most concern with food prices (85%), animal welfare (77%), and use of pesticides, etc. (76%) all ranked as the issues of most concern to consumers currently regarding food production and packaging.

The Scottish Government (2020a) has stated that improving market conditions for Scottish manufacturers who produce relatively low carbon goods will help promote more sustainable consumer behaviour and preferences. Our pilot survey results indicate that
many consumers are already trying to make more sustainable food and drink choices and behaviours, but many of the options available to them may lack widespread appeal.

Opportunities to further support consumers in making sustainable choices do exist, for example, more product labelling detailing the environmental impact or benefit of different products will help inform consumer purchasing decisions. Consumer Scotland shares the government’s view that this will be particularly important for the food and drink sector in Scotland as well as other energy intensive products that are produced, sold, and consumed.

Only a minority of consumers are influenced by the environmental impact of holidays

In terms of environmental concerns impacting the holiday choices of consumers, our pilot survey shows that only a minority of respondents appear to be influenced by the environmental impact of their holidays, as summarised in Figure 19.

Our pilot survey results indicate that a quarter (25%) of respondents stated they are influenced by the environmental impact of their travel method to destination, with similar proportions stating the same in relation to the number of trips taken in a year (24%), and transportation choices whilst on holiday (23%). Around a third of respondents consider the environmental impact of different aspects of a holiday, but this does not influence the decision: when booking a holiday aboard (36%), when booking accommodation (35%), and when selecting the travel method to the destination (33%). In comparison, 41% do not
consider the environmental impact of their choice of food and drink, 40% do not think about it in relation to booking accommodation, and 38% do not consider the environment when selecting activities whilst on holiday.

In our pilot survey almost half of our respondents (49%) had not considered sustainability concerns in relation to their holiday destination and travel choices. Around a third (32%) had chosen to holiday in Scotland, rather than further afield, due to sustainability concerns, with around a quarter (24%) choosing to holiday in the UK rather than further afield for the same reason. Around one in ten had opted not to go on a short haul flight (11%) or not to go on holiday at all (11%) due to sustainability concerns.

The reasons given by respondents for why sustainability concerns are not being considered in relation to holiday choices included: value for money being considered more important than sustainability concerns (44%), along with beliefs that holidays are to be enjoyed (44%), and a preference that respondents are not prepared to not go on holiday (28%). Around a
quarter (24%) stated they have never thought about sustainability concerns in relation to holiday choices. Businesses and business travellers were considered to be more responsible for carbon footprints than individual consumers by 22% and 16% of respondents
respectively.

Our pilot survey results confirm that engaging consumers on emissions from travel for leisure purposes is and remains a challenge. A (pre-pandemic) tourism strategy for Scotland places a focus on responsible tourism for a sustainable future (Scottish Tourism Alliance, 2023). The aim being to be reflective of the changing world in which we live, and to adopt a new approach in terms of how people live and work that puts communities, people, visitors, businesses, and the environment at the heart of decision making.

On aviation, the Scottish Government (2020a) has made a commitment to decarbonise scheduled flights within Scotland by 2040 and will work with the sector to encourage sustainable growth. However, it is clear that while Scotland’s natural capital is one of our greatest assets and is central to our net zero future, tourism will need to be sustainable in the future and across numerous sectors. This will include so-called ‘ecotourism’, as well as being clearer about how our food and drink is grown, produced and consumed, how we
move goods and people around the transportation system, and how essential services, such as energy and water, are supplied and used by us all.

Our pilot survey also presented respondents with a range of options that could help consumers reduce the carbon emissions from their holidays. The option perceived as most helpful was to lower the cost of sustainable options, followed by the companies being used for holidays taking steps to reduce their carbon impact, and more choice of sustainable options being made available. The options were perceived as least likely to help would be encouragement from influencers on media and social media, followed by encouragement
from friends and family, and taking fewer but longer holidays.

Beyond decarbonising aviation and promoting greater use of public transport, the Scottish Government’s updated Climate Change Plan has very little to say about holidays, however wider evidence has suggested choosing alternative ways of travelling could be one of the most effective ways of reducing the carbon footprint of travelling. Without doubt reducing the frequency and duration of flying may seem a daunting prospect that may lack widespread consumer support (Timperley, 2020). But there are benefits to be gained from
lessening the impact of air travel if journeys by ground transport are made, which can in some instances be cheaper and faster than air travel for shorter distances once you take into account the time taken getting to the airport, checking in, security checks, and waiting for baggage to be returned. The challenge, however, will be taking consumers along with this viewpoint given the apparent low levels of consumer concern with sustainability when it comes to making holiday decisions, compared with similar concerns being more prevalent in relation to other issues and markets.

Most consumers in Scotland have never thought about carbon offsetting

Carbon offsetting has been defined as the means by which companies and individuals can cancel out the impact of some of their greenhouse gas emissions by investing in projects that reduce or store carbon. Examples include forest preservation and tree planting (Harvey, 2021). Most respondents (79%) in our pilot survey stated they had not paid for carbon offsetting for their recreation and leisure activities. For the minority that had paid for offsetting, the most common method was through an airline they had made a booking with
(16%), with only 2% of respondents using a dedicated website to pay for carbon offsetting in relation to recreation and leisure.

The reasons given by those respondents who had not paid for carbon offsetting for their recreation or leisure are summarised in Figure 20.

The results in Figure 20 show that half (50%) of our pilot survey respondents stated they had never thought about carbon offsetting, with not knowing about their carbon footprint (20%), not having a trusted source of information on how offsetting works (18%), and not
wanting to pay the extra cost (18%) all highlighted. Finally, nearly a fifth (16%) of respondents stated a belief that carbon offsetting does not make a positive difference to the environment.

The CCC (2022) has pointed out that there is only limited aggregated data on demand for offsetting from individuals. The CCC’s wider view about voluntary carbon credits, which is closely associated with offsetting, is that government needs to put in place stronger guidance, regulation and standards to ensure that voluntary carbon markets do not slow progress towards net zero or damage other priorities such as climate adaptation and biodiversity. Our results on offsetting appear to support the CCC position on this issue given that there appears to be high consumer willingness to favour products that have green credentials, but low consumer awareness and willingness to pay to offset environmentally damaging activities, such as emissions from flights.

Key insights on general consumer markets: household goods, transportation, food and drink, and recreation

Our pilot survey has begun to explore consumer views, lifestyles, attitudes, choices, and behaviours in the context of emissions reductions and adapting to the impacts of a changing climate. The areas we looked at included: household goods, transportation, parcel
deliveries, food and drink, and recreation with a specific focus on holidays. These areas were looked at in our research because they are either relevant to Consumer Scotland’s remit as the statutory consumer advocate in Scotland, or they have been identified as key areas
where action by individuals and/or households will be required to tackle climate change.

The Scottish Government’s position to date has been that achieving net zero will require collective working so that consumers are empowered to make informed choices that will allow them to contribute towards Scotland achieving our climate change targets as a
national endeavour. Working together will also mean that the risks of consumer detriment are identified early on so that they can also be minimised or tackled, so that everyone is able to participate in the transition, with no one left behind.

However, our pilot surveys indicate that there is some way to go in the consumer transition to net zero. Sustainability and the wider environment only have a marginal influence currently on consumers attitudes that feeds through to behavioural changes. Having said
that, consumers do report they are currently doing more familiar and easier to do behaviours, and less likely to claim to be doing those behaviours that are unfamiliar or
perceived to be less convenient or more hassle. This highlights a significant challenge for government if consumers are not fully engaging with consumer behaviours and policy levers in this space, which will make achieving emissions targets more difficult.