Just one in five homeowners will participate in the Green Deal and most people don't know enough about the initiative, according to research commissioned by BSI (British Standards Institution).
The survey of over 1,200 people monitored perceptions of the Green Deal during the first six months of this year. 89% of respondents said they need more information from independent third parties about the scheme before buying Green Deal accredited products and services.
In response to the public uncertainty, BSI is developing a Kitemark for Energy Efficient Buildings (EBB) to certify Green Deal products, advisors and installers. The new Kitemark is intended to enhance consumer understanding of the initiative, reassure homeowners about the quality of the various Green Deal suppliers and encourage people to have the confidence to participate in the scheme.
The originator of the Kitemark, BSI found that almost 70% of respondents were aware of the Kitemark as a trusted source of environmental guidance. Over half of those surveyed also said that they were likely to use Kitemark accredited products and services as it symbolises independent accreditation.
BSI says that by applying the Kitemark to their offering, retailers can increase sales by helping consumers to identify products and services that comply with the Green Deal.
Following successful completion of the pilot, BSI will be working closely with its clients to highlight the benefits of the scheme. The aim is that this will help retailers to reassure customers and encourage their participation in the scheme to make it a success.
Maureen Sumner Smith, global marketing director, said: 'There is a strong appetite for green initiatives among UK consumers, but our survey demonstrates the need for support and guidance surrounding the Green Deal.
'Retailers will be crucial to making the scheme a success and providing consumers with the education and certified products they need. We will work in partnership with our clients, to support them as they rollout their Kitemark range, ultimately helping the Government meet its 2020 sustainability objectives.'