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Encouraging consumers to choose green finance - SD1420

The aim of this project is to test how behavioural insights can encourage the uptake of green financial options by individual consumers, where possible in relation to natural resources and in support of net zero.
To explore:

How can behavioural insights be used to understand the barriers and facilitators to uptake of green finance (e.g. savings/investments) among individual consumers and what behavioural levers are most effective in promoting this behaviour?

Are different approaches more effective at targeting behaviours for different demographics (gender, age, wealth), or other factors?

Where is the most opportunity to have impact, for example young people saving small amounts, encouraging women to invest in pensions, or larger investments from high net worth individuals? Prior to this we will be assessing the availability of green finance options to inform this participant research.
Time-Scale and Cost
From: 2021

To: 2022

Cost: £151,938
Contractor / Funded Organisations
Kantar Public UK Ltd
Carbon Dioxide              
Economic Research              
Environmental policy              
Natural Environment              
Social Research              
Sustainable Consumption and Production