Dr Maximilian Gerrath quoted on barriers to household green technology adoption
Dr Maximilian Gerrath contributes to a new report revealing household clean tech savings and the behavioural barriers to adopting green technology.
The report from the energy company Ovo explores how UK households are adopting clean technology. This can include using heat pumps, solar panels, and home charging for electric cars, saving an estimated £37,000 over 15 years.
The research was reviewed by academics from the University of Leeds, alongside the University of Exeter and the Univeristy of Stirling. Dr Maximilian Gerrath, an Associate Professor of Marketing within Leeds University Business School, highlighted that consumers were not just making economic decisions about green tech, “they’re navigating a maze of fear, complexity, and inertia”.
Dr Maximilian Gerrath shared his insights into the report, explaining why households may not opt for clean technology:
To accelerate decarbonisation, we must make green homes not just affordable, but easy, visible, and aspirational
Gerrath offers further perspective:
Most people don’t resist green upgrades because they dislike them – they resist because the benefits feel distant, while the costs are immediate
While the report advocates for the adoption of clean technology, it also highlights real behavioural and emotional barriers households may face, offering valuable insight.
