Consumer attitudes, behaviours and barriers towards Sustainability: Which?’s Annual Sustainability Report 2023

Executive summary

As the UK’s consumer champion, Which? is committed to supporting consumers in the transition to Net Zero. We do this by providing consumers with the information and advice they need and by working with business and government to ensure the transition is simple, fair and safe.

This report presents key insights derived from surveys focused on sustainable consumption. We delve into three key sectors; transportation, home heating and energy, and food consumption, highlighting nine consumer behaviour changes aimed at reducing carbon emissions. These behaviours encompass lifestyle choices and the adoption of eco-friendly technologies, addressing priorities outlined by the Climate Change Committee. While not exhaustive, they spotlight areas necessitating behavioural shifts. The report examines consumer adoption rates, barriers encountered, and the necessary support for achieving a successful net-zero transition. This survey will be an annual initiative, monitoring evolving behaviours and barriers over time. 

Consumers are taking some proactive steps towards sustainable living

This report finds a significant portion of UK adults care about climate change and feel a personal responsibility to lower the impact they have on the environment. We find that 78% of UK adults express concern about climate change and 82% of UK adults recognise their role to reduce their own impact.

Many consumers are already taking actions to be more sustainable in their everyday lifestyle and purchasing decisions that the Climate Change Committee set out as important behavioural changes. Consumers are making efforts to be more sustainable in the following ways:

• Transportation - Transport choices are evolving positively, with 58% of drivers reported using alternative travel, a 5% increase since June 2022. Consumers are also adopting lifestyle changes when it comes to holiday travel, contributing to a reduction in their carbon footprint. 
• Home heating and energy - The majority of respondents practise energy-saving behaviours, and 40% believe they use some form of green provider or tariff for their energy supply.
• Food consumption - Some consumers report to avoid high carbon footprint products like meat and dairy (10% always and 15% often). Whilst over 4 in 10 (44%) consumers say they consistently or often reduce food waste through careful planning, composting or recycling.

Consumers face notable barriers to sustainable living

Despite these efforts, people often encounter significant hurdles in incorporating sustainable practices into their daily lives or making big eco-conscious purchasing decisions.

• Transportation - The proportion of consumers considering an Electric Vehicle (EV) as their next mode of transportation has dwindled in recent years due to perceived barriers, including the high cost of EVs and concerns about charging infrastructure.
• Home heating and energy - Homeowners harbour hesitations about some of the more impactful changes they could make such as investing in insulation, with affordability emerging as the primary concern. Some fear that the potential reduction in their energy bills might not offset the initial cost. Additionally, consumers' understanding of heat pump functionality remains limited, and only a small minority express readiness to install one within the next year.
•  Food consumption - 47% of consumers report either rarely (20%) or never (27%) reducing their intake of meat and dairy. The main obstacle for preventing further reduction in meat and dairy consumption includes consumer’s enjoying the taste too much and the perception that alternatives to meat and dairy are prohibitively expensive. Barriers to reducing food waste are multifaceted, stemming from personal preferences and retail choices, such as large food quantities and bulk buying (11% and 13% respectively).

This report identifies the significant challenges consumers continue to face in adopting more sustainable behaviours, despite widespread concern about climate change. In identifying the most pressing barriers to behaviour change, this report helps to identify where UK consumers need further support to work towards the UK's ambitious Net Zero targets. 

Chapter 1: Introduction

 1.1 Which? and Sustainability

As the UK’s consumer champion, Which? is committed to supporting consumers in the transition to Net Zero by providing them with the information and advice they need and working with business and government to ensure they give consumers the support that they need and that the transition is simple, fair and safe. 

Our information and advice for consumers covers topics from home heating to the durability of products. All of this content is brought together in our sustainability hub, giving consumers free advice on how to buy and use products more sustainably. We have also introduced an Eco Buy label that is now available across seventeen categories, such as dishwashers and fridges, to help consumers choose the products that have the best sustainability credentials. 

In our policy and advocacy, we work with government and companies to ensure the consumer voice is heard in the development of policies that have an impact on the environment, with the aim of minimising the consumer harm in the transition and making it easier for consumers to make the changes that are required to meet sustainability targets. This advocacy work has a particular focus on sustainable home heating and electric vehicles, whilst also supporting wider developments to reduce emissions in the energy sector and action to tackle green claims that mislead consumers, as per Which? seven principles for supporting consumers in the transition to Net Zero [1].

This report focuses on consumer choices in the transition to Net Zero as climate change poses the greatest environmental threat to the planet. However, we recognise that this transition needs to be part of a wider movement to protect our natural environment and many of the actions referred to in this report will also have benefits in these areas. 

The UK government has set a legally binding target for the UK to meet Net Zero by 2050. In order to meet this target consumers will need to make significant changes to their purchasing choices and behaviours. In addition, the government has set a number of objectives for how different sectors will be expected to contribute to the 2050 target. These include a ban on the sale of new petrol and diesel cars by 2035 and a ban on the installation of gas boilers in homes (with an exemption for the poorest households) from 2035. This means that consumers will need to make major changes to some of their biggest purchasing decisions and grapple with new products and service models in the near future. Consumers therefore have a pivotal role to play in the UK’s transition towards achieving Net Zero emissions. 

Some of the most significant consumption behaviours in relation to carbon emissions include how we heat our homes, the transport methods we use and what we eat. There are a number of important consumer behavioural changes within these sectors that the Climate Change Committee’s Sixth Carbon Budget: The UK’s path to Net Zero report points towards as being crucial in meeting the UK’s Net Zero targets. These consumer behavioural changes form part of the Committee’s Balanced Net Zero Pathway which sets out a route to Net Zero in 2050 for all greenhouse gases [2].

The majority of consumers express apprehension about climate change and recognise their individual responsibility to reduce their own impact on the environment. Our sustainability tracker survey in June 2023 found that more than 3 in 4 (78%) UK adults are concerned about climate change (35% very concerned and 43% somewhat concerned). This worry is widespread across various age groups, with the highest level observed among younger adults aged 18 to 34 years old (84%), compared to 35 to 54 year olds who are the least concerned (74%). Older individuals aged 55 and above also show considerable concern, with over three quarters (77%) sharing these apprehensions. 

Despite this nuance across the groups, over 4 in 5 UK adults recognise their role in lessening their environmental footprint (82%). Notably, there is a growing sense of responsibility felt by consumers over the last two years; the proportion of UK adults that feel a personal responsibility is increasing - 77% in June 2021, 78% in June 2022, and now 82% in June 2023.

UK adults responsibility in acknowledging role in lessening their environmental footprint

1.2 The tracker survey

Over the last few years Which? has conducted various research into sustainability. In 2021 we undertook a survey of over 3,000 people across the UK and hosted a series of expert roundtables to understand the issues facing consumers, explore some of the barriers facing consumers and identify the priority policy actions that are needed to support them.

Building on the above research, we have developed and fine tuned a new annual tracker survey that will allow us to compare consumer attitudes, behaviours and barriers year-on-year and classify consumers by their habits. This report primarily focuses on the findings of the June 2023 sustainability tracker, which involved a survey of 2,067 UK adults and was conducted by Yonder Consulting on behalf of Which?. It also incorporates insights from earlier Which? sustainability surveys in June 2022 (with 2,070 UK adults) and June 2021 (with 2,084 UK adults). 

This report presents findings from these surveys on sustainable consumption, focusing on nine consumer behaviour changes that have been identified as desirable for reducing carbon emissions (listed in Table 1). These behaviours are a mix of lifestyle choices and the purchase of technology to reduce carbon emissions. They are not comprehensive of all the actions that consumers can take to reduce their household carbon emissions but represent areas that the Climate Change Committee have identified as requiring behavioural changes. The report provides insight into how many consumers are adopting these desirable behaviours, the barriers they face in doing so, and the support that will be needed to assist consumers in the transition to Net Zero. We intend to continue this survey in the coming years as an annual consumer sustainability tracker to see how these behaviours and barriers may change over time.

Table 1: This tracker focuses on nine desirable consumer behaviours to reduce carbon emissions

1.3 Outline of report

Chapters 2 (Transport), 3 (Energy & home heating) and 4 (Food) of this report explore consumers' current sustainable behaviours in each of these sectors and the main barriers faced to wider uptake of these behaviours.

In chapter 5 we explore how the intensity of adoption of changes to behaviour varies across the UK population, from those who have already taken significant steps to reduce their carbon footprint to those who have yet to make a change.

Chapter 2: Transport

Summary of behaviours 

Transport is the UK’s largest emitting sector, producing a quarter (24%) of the country’s emissions in 2020 [3]. Cars and domestic flights are two big components that make up this sector’s emissions. Cars made up half of all transport emissions (52%), while aviation emissions (both domestic and international) made up 7% of all UK greenhouse gases emissions in 2020 [4]. There will be changes required in both driving behaviour and flying behaviour to help reduce emissions.

1. Cars

The UK’s sixth Carbon Budget Balanced Net Zero Pathway for surface transport (excluding aviation) models for around a 70% reduction in emissions by 2035. There are two key consumer behaviour changes for cars that are crucial to achieving this reduction; 

• a reduction in car travel demand (lifestyle change): a shift from car use to low-carbon modes of transport such as walking, cycling or public transport would drive down the total number of UK car miles and their associated carbon emissions. Whilst many UK adults already regularly use these modes of transport, the availability and quality of alternative transport options vary significantly across the regions of the United Kingdom.
• a high take-up of zero-emission technologies (purchasing decision): alternative low-carbon ways of travelling that are much better for the environment can't completely replace all the times that people in the UK will need to use a car. A transition to vehicles that produce fewer emissions will therefore be crucial in reducing the UK’s transport emissions. For consumers this is most likely to involve a transition from petrol and diesel to electric vehicles.

2. Flights

Unlike other sectors in this report, aviation is an area that the Climate Change Committee does not model for a significant reduction in emissions - their Balanced Pathway allows for a 25% increase in demand between 2018 and 2050. This is however still seen as limited growth and a departure from a ‘business as usual’ baseline (unconstrained growth of around 65%) through demand management. There is one key consumer behaviour change for flights that are crucial to achieving a reduction in emissions; 

• Changes to UK consumers’ holiday travel behaviours (lifestyle change), such as going on holiday more locally or avoiding flying altogether, can help meet this limited growth in demand.

This chapter explores UK consumers' current behaviours and key barriers they face in adopting what we have classified as purchasing decisions (i.e. switching to an electric vehicle) and lifestyle changes (i.e. increase alternative travel and reduce holiday aviation travel). It will show that, despite many UK adults already taking actions to reduce their transport carbon footprints, they will require support and encouragement with making these transitions.

Purchasing decision - switching to an electric vehicle

 Resisting the leap to electric

Despite increasing EV sales [5] there is a notable reluctance among most consumers to purchase electric vehicles and this sentiment appears to be hardening. Our research indicates a 14% increase in people expressing their unwillingness to consider buying an EV over the past 2 years.

Attitudes of non-EV drivers towards buying an EV in the future

Older adults show even less interest to buy an EV for their next car compared to younger adults. The infographic shows that intention to buy an EV decreases as age increases. 

Intention to buy and EV as their next vehicle decreases with age (June 2023)

General reluctance to buy an EV stems from concerns around pricing with high purchase/lease costs and the expenses related to setting up home charging points putting people off. Additionally, half of people express scepticism that there are enough public charging points available to keep their future EV running.

Barriers to buying an EV

Higher-earning households are more likely to consider buying an EV as their next vehicle compared to the lower income households, yet cost still remains a barrier for this group. It tells us that despite earning a high wage, perceived affordability appears to remain a significant concern among potential EV buyers.

Intention to buy an EV as their next vehicle increases with household income

Lifestyle change - increase alternative travel

Consumers are in the driving seat

The majority of people drive and have access to a vehicle - no wonder cars made up more than half of all transport emissions in 2020.

Drivers tend to drive regularly with 8 in 10 (84%) driving at least a few times a week.

Yet we are seeing a positive shift in behaviour towards more sustainable transportation choices. People opting for alternative modes of travel (e.g. using public transport, walking, cycling) instead of using cars has increased by 5% compared to June 2022. 

Percentage of people opting for alternative modes of travel

Using other forms of transportation is much more likely to happen in London compared to any other region.

Percentage of UK drivers often or sometimes using alternative travel

The roadblocks for driving less

Inconvenience, lack of service, and expense are key barriers for using different means of transport over cars.

Barriers to buying an EV

A significant obstacle for people living in rural areas is that they say there aren’t enough alternative transportation options available.  

 A lack of alternative transport options was a much larger barrier for those living in rural areas

Lifestyle change - reduce holiday aviation travel

36,000 feet off the ground

4 in 10 holidaymakers have made sustainable choices to reduce the amount of time that they are flying [6]. Staycations, local holidays or opting for train, boat or other transport are key changes that people say they have made this year. The rate of uptake of these behaviours increase for those who are climate change conscious.

1 in 4 UK adults don't go on holiday

Proportion of UK adults who go on holiday either always or often make the following changes

Those very concerned about climate change were much more likely to do these activities than those who are not.

Summary

Although lifestyle changes in travel will reduce consumer's carbon emissions, many consumers will still need to rely on vehicles in their day-to-day life, and so a far larger change needs to take place for the UK to meet its emission targets. This bigger change is the investment of buying an electric vehicle (purchasing decision). The chapter has shown a dropping rate of consumers intending to buy an EV as their next vehicle over the last couple of years. This poses a huge policy challenge and we are seeing many perceived barriers, such as the cost of vehicles and anxiety about the charging infrastructure [7], that are putting consumers off the transition to electric vehicles.

With the use of alternative transport we are seeing a small yet positive shift to more sustainable transport choices. However there are many barriers that drivers experience in using alternative travel more often, such as time and inconvenience (54%), the lack of alternative options (34%) and the expense involved (28%). These barriers are not uniform across the country and a lack of alternative options is a much more common barrier in rural areas. 

Lifestyle changes in car travel are gently heading in the right direction, and the same can be said for flying. Some consumers are making careful lifestyle changes when booking holidays in relation to the holiday destination or how they travel there. With the desire for there to only to be limited demand growth in the aviation sector over the period to 2050 (modelled in the UK’s Sixth Carbon Budget), these behaviours are a positive step consumers are making to further reduce their transport carbon footprint.

Chapter 3: Energy and home heating

Behaviours that will help us get to Net Zero

Decarbonising the energy used to heat our homes and the amount of energy our homes use will be crucial elements of the UK’s journey to Net Zero. In 2019, direct greenhouse gas emissions from buildings accounted for 17% of UK emissions. The Climate Change Committee calls for a ‘major ramp-up’ from the current supply chains for insulation, heat pumps and heat networks to meet their Balanced Net Zero Pathway. Improved energy efficiency and behavioural measures could help deliver a 12% reduction in heat demand by 2050 [8].

Consumers can play a vital role in contributing to this reduction. For example, households have the ability to make small reductions to the use of energy in their home through energy saving habits. Consumers can have some say in the electricity supply they pay for through choosing to be with what they view as a “green electricity provider” or be on a green or renewable electricity tariff. Although, these will depend on how the individual pays for energy/where they live, and have generally been reduced as market engagement has dropped through the energy price crisis.

Green or renewable energy tariffs' claims of being environmentally-friendly have also been accused of being misleading to the consumer, making it hard to tell what a company is really doing behind the scenes to support renewable energy. Despite this, exploring consumer perception of their electricity supply sheds light on the importance of this to consumers. Previous Which? research has found that more than half of consumers say an energy company’s green credentials are important when they choose a supplier [9].

However to have a more significant impact on carbon emissions consumers will have to make some important purchase decisions, such as improving the insulation in their home. They can also look into replacing their current heating system with a low carbon heating system such as a heat pump.

This chapter explores UK consumers' current behaviours and key barriers they face in adopting what we have classified as lifestyle changes (i.e. reduce home energy use) and purchasing decisions (i.e. opting for a “green tariff” or “greener provider” for electricity, improving home insulation and installing a heat pump).

Lifestyle changes - reduce energy use

“Turn the light off!”

In the backdrop of high energy prices, the vast majority of people said they adopt some energy saving behaviours. 1 in 4 (26%) UK adults say they do at least 6 out of 7 of the below behaviours.

Energy saving actions by UK adults

Asked of those who do not have a low carbon home heating system.

Purchasing decision - electricity supply

Powering up green choices - the UK’s perception

While consumers don’t have direct control over the specific source of power coming from the National Grid to their home, they do have the choice to opt for a more environmentally friendly supplier. Many companies appear to offer “green” or “renewable tariffs” or market their “greener credentials”. So how many UK consumers currently perceive their electricity to be greener?

UK adults responsibility in acknowledging role in lessening their environmental footprint

Purchasing decisions - homeowner’s quality of home insulation

What aspects of home insulation do consumers glaze over?

We explore the insulation that homeowners say their property has: while some insulation measures, such as double or triple glazing, are easier to see and install, many homeowners are uncertain about whether their homes are equipped with solid wall or floor insulation.

When we asked people what is stopping them from adding more insulation to their homes, 3 in 10 (29%) said they didn’t think their home needed any more insulation. 

Among the majority (66%) who did give reasons for not adding further insulation, cost emerged as the primary concern. The second most common reason was the belief that extra insulation wouldn’t significantly lower their energy bills, with 2 in 10 stating it wouldn’t be worth the investment.

Barriers preventing people from further insulating their home

The findings highlight that while a portion of homeowners might perceive their homes as adequately insulated, the overarching concern remains affordability as well as the perception that insulation might not lead to substantial energy savings. 

Purchasing decisions - homeowners installing a heat pump 

Summary

High energy bills as a result of the UK’s energy crisis has resulted in many households making various behavioural changes in attempts to cut down on their energy payments. Recent Which? research found that an estimated 13 million UK households are not turning the heating on even when it is cold [10]. This chapter has shown that many UK adults are currently employing multiple energy saving lifestyle changes, be it to alleviate the recent high energy prices or for sustainability reasons. These small adjustments not only mean that consumers will save money on their energy bills but they will be inadvertently lowering their home heating carbon emissions. 

Alongside electricity usage habits and electricity generation sources, homeowners will increasingly have to consider significant changes to the way they heat their homes. For many this will mean installing a heat pump. It's worth noting that this chapter on heat pump insights portrays a landscape where many UK homeowners are aware of heat pumps, but reservations regarding cost, technology efficacy, and property compatibility remain pivotal factors for influencing homeowners’ readiness to adopt this heating solution. Homeowners are far from adopting heat pumps in their masses with only 2% adoption and a large lack of understanding of what they do (44%). Without significant intervention it may take many years for consumers to adopt this technology of their own accord. 

When looking at insulation, almost a third of homeowners said that they do not think their home needs any more insulation (whether rightly or wrongly). For those who thought their home could do with more insulation, the affordability and cost-effectiveness of making these improvements were the largest barriers cited.

Chapter 4: Food

Behaviours that will help us get to Net Zero 

In 2020, agricultural emissions accounted for 11% of UK greenhouse gas emissions [11]. While a change in agricultural management and the take-up of low-carbon practices across food production methods and supply chains could go a long way to lowering these emissions, demand is also important and consumers can also play a crucial part through their food consumption and food waste management behaviours.

The evidence is increasingly clear about what people should be eating for both a healthy and a more sustainable diet, with a shift from meat and dairy-based diets to include more plant-based foods. The Climate Change Committee’s Balanced Pathway for agricultural emissions reduction models for a 20% shift away from meat and dairy products to plant-based products by 2030, and a further 15% by 2050. This change could help deliver a 10% reduction in the UK agricultural emissions by 2035 [12]. But many barriers exist for consumers that make it difficult to follow this in practice.

Food waste reduction is another consumer behavioural change that the Climate Change Committee calls for. It is estimated that a third of all food produced globally goes to waste. The UK produces the highest amount of food waste in Europe, throwing away around 9.5 million tonnes of food waste a year [13]. The Climate Change Committee’s Balanced Pathway for agricultural emissions reduction models for a halving of food waste across the whole supply chain - not just consumers, by 2030. This would help deliver a 1 MtCO2e reduction by 2035.

There are a number of ways that consumers can reduce their food waste. An effective approach is that people can cut down on food waste generation through meal planning and mindful shopping. In the event that food waste is generated then recycling or composting are options for responsible disposal. 

This chapter explores UK consumers' current behaviours and key barriers they face in adopting these three food-based lifestyle changes;

• Reduce food waste through planning what food they buy
• Reduce food waste by composting or recycling leftover food
• Cut down on or avoid eating meat and dairy (i.e. high carbon-footprint foods)

Lifestyle change - reduce and recycle food waste

The facts - planning dominates composting

Some consumers seem to prefer to avoid food waste in the first place by planning what food they buy, rather than having to recycle or compost it in the back end [14].

Percentage of UK adults who cut down on food waste by planning what they buy

Percentage of UK adults who compost or recycle their leftover foods

Tackling food waste on the rise

Consumers are more readily dealing with their food waste through planning what they buy and recycling or composting it compared to 2 years ago.

Dealing with food waste by planning food buying

 Dealing with food waste by recycling or composting

Challenges faced by non-planners in reducing food waste

28% of people don't always plan their food shopping and say they face challenges in reducing their food waste.

 Barriers for those who do not always cut down food waste by planning

Non-planners’ attitudes and behaviours relating to reducing food waste are influenced by their desire for food variety, challenges with using leftovers, financial considerations and lifestyle constraints.

Putting food in the right bin or home composting

Again almost half of people (this time 45%) don’t see that there are any reasons to stop them from composting or recycling leftover food more often. This drops to 1 in 4 (26%) though if we look at people who say they don’t always recycle or compost leftover food. So what do they say is stopping them? 

Barriers for those who do not always recycle or compost their food waste

While a considerable proportion of people show willingness to engage in recycling and composting practices, barriers such as limited space, absence of kerbside collection, concerns around pests and unclear recycling guidelines pose challenges for many. All of which contributes to reduced participation.

Lifestyle change - consume less meat and dairy

Who is taking a bite out of their meat and dairy habits?

More than half of UK adults (53%) say they avoid eating meat and dairy at least sometimes. 

Percentage of UK adults who say they avoid eating meat and dairy

It tastes too good - many people in the UK say that they enjoy eating meat and dairy, which stops them from eating less of it

71% of those who rarely or never eat less meat/dairy say their barriers are being they enjoy eating it. Meat and dairy alternatives are too expensive.

Summary

Many consumers are actively trying to cut down on their food waste; more than 4 in 10 (44%) said they always or often cut down on their food waste by both planning what food they buy and composting or recycling their leftovers. 

In part perhaps due to the rising prices of food during the cost of living crisis, people seem to be trying harder to stop the generation of food waste in the first place by planning their meals in advance, rather than having to do something about it when leftovers are going mouldy in the fridge.

For some consumers though, there are certain barriers they experience that prevent them from further reducing their food waste. Some of these are personal preferences, such as liking to eat different things or their lifestyle making it difficult to plan meals. Others face barriers when purchasing food, such as the quantity that food is sold in (11%) or that it is cheaper to bulk buy, even if they don’t use it all (13%). 

Barriers to treating food waste through composting or recycling can also be classed in a similar way. There are some barriers, such as the hassle or time involved or home limitations, which are difficult to overcome. Others though are physical or knowledge-based barriers to recycling waste, such as lack of access to kerbside collection or knowing what food waste can and can’t be recycled.

To help meet the UK’s Net Zero targets UK consumers will need to eat meat and dairy products less often. While not everyone will want to give up eating meat and dairy, certain barriers such as the cost, availability and quality of alternative products with a lower carbon-footprint may be preventing others from cutting back more.

Chapter 5: Current consumer behaviours across sectors

Summary

In this chapter, we take a step back and look at all of the nine desirable consumer behaviours that we explored in Chapters 3, 4 and 5 [15].

To calculate the classification, the survey respondents were scored on a scale of 0 to 10 depending on what actions they currently take in respect to their transport, home energy and heating, and food. These behaviours were split into lifestyle changes, actions consumers can alter in their everyday lives to be more environmentally friendly, and purchasing decisions, purchases consumers can choose to make that will significantly lower their impact on the environment (e.g. buy an electric vehicle, a heat pump etc.).

 For this classification activity, purchasing decisions count as double as many points as lifestyle changes to reflect that these actions are typically larger and more impactful for consumers to make [16].

The respondents did not receive a score for any behaviour change they are not able to do (e.g. non-drivers were not asked about whether they would purchase an electric vehicle, non-homeowners were not asked whether they will install a heat pump or improve the insulation to their home etc.). Each respondents' individual score was normalised to the scale of 0 to 10. A full breakdown of the classification and scoring system for each activity can be found in the annex (downloadable with the full report).

The three groups are; 

1. Low Emitters who are already doing many of these desired behaviours, 
2. Small Adjusters who have are on the journey to integrating these sustainable behaviours into their lives, and; 
3. High Emitters who have yet to make many significant changes to their behaviours.

This dynamic snapshot showcases the diverse roles consumers play in shaping a greener world and highlights the varied stages of progress on this collective journey.

Profile- Low Emitters

• 2 in 10 UK adults (20%)
• Inside the home of a Low Emitter: They often reduce their food waste by planning what they eat or recycling the waste and may even eat meat and dairy less often. They either don’t drive or if they do they often choose to use alternative transport. Those who do drive either have an EV or intend to buy one as their next vehicle. Their home is perceived as well insulated and they may already have a heat pump.
•  Concern about climate change is high amongst this group with 57% very concerned about climate change and 35% somewhat concerned. Only 7% not concerned.
• Nearly all of them (95%) feel responsible for their own impact on the environment.

Profile - Small Adjusters

• 5 in 10 UK adults (51%)
• Inside the home of a Small Adjuster: They sometimes reduce their food waste by planning what they eat or recycling the waste. They drive a car (that is not an EV) but sometimes choose to use alternative transport and would consider buying an EV as their next vehicle. They currently do a number of home energy saving habits and may consider installing a heat pump in the future if needed.
• They care about climate change but not to the extent of the Low Emitters: 36% are very concerned about climate change and 47% are somewhat concerned. 17% are not concerned.
• A significant portion (87%) feel responsible for own impact on the environment.

Profile - High Emitters

• 3 in 10 UK adults (29%)
• Inside the home of a High Emitter: They rarely reduce their food waste and don’t plan what they eat nor recycle the waste and tend to eat meat and dairy regularly. They drive non-EV vehicles and rarely use alternative transport and do not plan to buy an EV as their next vehicle. They either do not know what a heat pump is or say they would not consider installing one.
• Concern for climate change is lower again compared to the other classifications: 21% very concerned about climate change and 43% somewhat concerned. 36% not at all concerned.
• 7 in 10 (72%) feel responsible for their own impact on the environment, yet those who don’t care rises from 7% of Low Emitters to 28% in this group.

Summary

This chapter has shown our classification of UK consumers based on their sustainability behaviours and intentions across distinct domains like transport, energy, home heating and food sectors. This work has marked one-fifth (20%) of UK consumers as “Low Emitters” - consumers who are already doing many of these desired sustainable practices. A notable half of consumers (51%) emerge as “Small Adjusters” - consumers who are on the journey of integrating these sustainable principles into their lives. Finally, 3 in 10 (29%) UK consumers were classed as “High Emitters” - indicating a stage where substantial changes in behaviours are yet to take root.

This classification of consumers will be used to guide our future tracking. As we move over time, these categories will be harnessed to track shifts in behaviours and barriers experienced by consumers and will contribute to a deeper understanding of how consumers move and shape the path towards a greener future. 

Download our full report and the annex:

Footnotes

[1] Which? (2021). Supporting Consumers in the Transition to Net Zero  ↑

[2] Climate Change Committee (2020). The Sixth Carbon Budget  ↑

[3] Department for Transport (2022) Transport and environment statistics 2022. Transport includes cars and taxis, HGVs, vans, domestic shipping, buses, rail, domestic aviation and other transport. The UK’s share of emissions from international aviation and shipping are not included in this 24% figure  ↑

[4] Climate Change Committee (2020). The Sixth Carbon Budget. Sector summary: Aviation  ↑

[5] SMMT (August 2023). New Car Registrations  ↑

[6] Those who do at least one of the following either always or often; (i) go on holiday more locally to avoid or lower amount of flying, (ii) choose alternative travel options to avoid flying, (iii) go on holiday for longer periods to  ↑

[7] Which? (2022). Building an Electric Vehicle Charging Infrastructure that is Fit for the Future  ↑

[8] Climate Change Committee (2020). The Sixth Carbon Budget- Part 1, Chapter 3, Section 2. Buildings  ↑

[9] Which? Magazine, November 2022  ↑

[10] Which? (2023). How UK households have been coping with the energy crisis  ↑

[11] Department for Environment Food & Rural Affairs (2022). Agri-climate report 2022. While accounting for a small proportion of UK total carbon dioxide emission (1.7%), agriculture is a major contributor to nitrous oxide emissions (69%) and methane emissions (48%)  ↑

[12] Part 1, Chapter 3, Section 6. Agriculture and land use, land-use change and forestry  ↑

[13] Business Waste (2023). Food waste 2023 The fact  ↑

[14] 2% of UK adults said they were not responsible for planning what food they buy for their household and 2% said they were not responsible for recycling or composting food waste in June 2023  ↑

[15] The nine consumer behaviours are: In transport: (1) Reduce holiday travel emissions, (2) Reduce car use in favour of alternative transport, (3) Switch to an electric vehicle. In energy and home heating: (4) Reduce home energy use, (5) Receive electricity supply from greener sources, (6) Improve home insulation, (7) Install a heat pump. In food: (8) Reduce and recycle food waste, (9) Consume less red meat and diary  ↑

[16] In addition, cutting down on food waste by planning meals and cutting down on food waste by recycling/composting is counted as one activity  ↑

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