Many UK homeowners who can afford heat pumps are still choosing not to install them because they view the technology as a risky investment rather than a straightforward home improvement, according to new research published by Which?.
The report, supported by the European Climate Foundation, said concerns over performance, running costs and the impact on property values were discouraging uptake of low-carbon heating systems.
Previous surveys had identified upfront costs as the main obstacle to adoption. However, interviews and focus groups conducted for the study found that homeowners with sufficient savings or income were also reluctant to switch, suggesting that psychological factors and uncertainty played a significant role.
The report said many consumers regarded heat pumps as a “high-stakes gamble”, weighing the cost of installation against doubts about efficiency, future energy bills and the quality of workmanship. Existing gas and oil heating systems were seen as familiar and dependable, making a move to newer technology feel risky.
Researchers also found concerns about the long payback period for heat pumps and uncertainty over whether the investment would increase the value of a home. Some participants feared that financial arrangements linked to installations could complicate the sale of a property or be viewed negatively by buyers.
Business models designed to remove upfront costs, including long-term service agreements and third-party ownership arrangements, often generated fresh concerns. Homeowners worried about losing control over heating and hot water and about being tied into lengthy contracts.
The study found that awareness of the Microgeneration Certification Scheme, which sets standards for installers, was low. Participants frequently compared the market to a “Wild West” and said they wanted protections similar to those associated with Gas Safe or the former CORGI register.
The researchers are calling for further government action to build consumer confidence. Recommendations included lowering electricity prices by shifting environmental levies into general taxation, introducing a government-backed “Warm Homes Guarantee”, delivering promised low-interest loans and improving access to trusted information and advice.
Read the report Beyond affordability: Why heat pumps feel like a gamble
