Consumers are increasingly looking to heat pumps to reduce their energy bills and their emissions. But making the switch from fossil fuels to green heating might not always be as straightforward as it seems, according to new consumer research by BEUC.

The ‘Mystery shopping: Consumer experiences when trying to buy a heat pump’ study found that while energy costs are primarily driving the switch to heat pumps, finding the right practical information or advice about which subsidies are available is not always easy.

Conducted by BEUC and its members,¹  the research examined the consumer experience of heat pump shopping up to the point of purchase in four European countries: Czech Republic, Slovakia, Slovenia and Spain.

Other key findings include:

• As well as concerns about energy prices, the breakdown of an old gas boiler, attractive subsidies and climate concerns are also driving the transition;

• Independent research about cost and practicalities is not enough. Most potential buyers consult with family or friends (who act as ‘heat pump champions’ if they’ve had a good experience) before deciding on a purchase;

• Consumers in the surveyed countries were mostly happy with heat pump installers, except in Spain, where satisfaction was very low. Technical information (e.g., on maintenance) given to consumers was also patchy;

• Installers only mentioned subsidy opportunities to help with up-front costs in just half of all visits to consumers’ homes. This is vital information as purchasing a heat pump can be a significant investment.

In light of these findings, the study makes several recommendations for policymakers to help facilitate consumers’ experience of purchasing a heat pump. These include:

• National governments should compile a list of certified and reliable heat pump installers;

• Taxes should be reduced on electricity for heating to reduce the running costs of a heat pump. In some countries, electricity is still taxed more than gas;

• Governments need to promote the benefits of heat pumps more to consumers (e.g., in reducing emissions and energy bills) as well as the subsidies available to purchase one;

• Give consumers access to Alternative Dispute Resolution in case of problems with their heat pump installation.

To read more about the heat pump mystery shopping study, read the full report or the executive summary.

Related reading:

For consumers, knowing how far to go with thermal insulation, at what point it makes sense to shift to a green heating system or how to access financing solutions can be a real challenge. BEUC has also conducted studies to address these very issues. Read more here.

¹  Zveza Potrošnikov Slovenije – ZPS (Slovenia); Spoločnosť ochrany spotrebiteľov (S.O.S.) Poprad – Slovakia; Confederación de consumidores y usuarios – CECU – Spain; dTest – Czech Republic.