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Department for Energy Security and Net Zero gov.uk

Research: Impact of heat pump costs on uptake: a discrete choice experiment

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There are several barriers to the uptake of heat pumps in existing homes, including the upfront and running costs of heat pumps. Understanding how consumers react to cost variations can be helpful for designing government policy.

The Department for Energy Security and Net Zero (DESNZ) commissioned ICF Consulting Services, The Behaviouralist, and Moonlight Research to explore willingness to pay for air source heat pumps at different price scenarios. Specifically, the research sought to understand:

  • how upfront costs (i.e. the product and installation costs) and running costs (i.e. monthly energy bills) affect heat pump uptake
  • the relative importance of each cost type
  • the extent to which financing options, population characteristics, and information provision would affect demand
  • a discrete choice experiment to investigate consumer preferences in different hypothetical choice scenarios, with UK owner-occupiers
  • a randomised control trial to assess the impact of different communication-based interventions on heat pump demand

    • This is an extract. The publication continues at the source.

    Read the original at the source: https://www.gov.uk/government/publications/impact-of-heat-pump-costs-on-uptake-a-discrete-choice-experiment--2

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    Provenance

    Organization
    Department for Energy Security and Net Zero — imported from official source
    Official source
    https://www.gov.uk/government/organisations/department-for-energy-security-and-net-zero.atom ATOM
    Imported
    September 24, 2026 12:00
    Versions
    1 recorded
    Identity
    https://www.gov.uk/government/publications/impact-of-heat-pump-costs-on-uptake-a-discre...

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