This is a guest post by Erik Bichard, Professor of Regeneration and Sustainable Development at the University of Salford.
The press release announcing the launch of the Green Deal in September last year contained an astonishing statement. It said that every one of the UK’s 26 million homes could benefit in some way from improvements to insulations, lighting, space and water heating, ventilation, and microgenenration. After decades of government efforts exhorting householders to take action, it appears that virtually none had taken the advice and finished the job.
As a statement of a potential market capacity this is impressive, but if the government expects to realise even a small portion of this in terms of take-up it may be disappointed unless it adopts lessons from behavioural studies. Read more