Consumer 'happy to pay more' for green products

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Even the most sceptical UK consumers are willing to pay more for their energy if it means that carbon emissions are cut, a new report reveals.

The study, carried out on behalf of energy regulator Ofgem, shows that those who claim they are not particularly convinced of the damaging effect of climate change are willing to pay £15 more on their bills in support of schemes aimed at cutting carbon emissions.

Those who say they are concerned about climate change are prepared to pay an extra £100 a year on top of their bills.

"Our research shows that there is a willingness from most consumers to help tackle carbon emissions, but there is confusion and pessimism about how effectively industry and government can fight climate change," commented Ofgem chief executive Alistair Buchanan.

"So the challenge is to convince consumers that the bill for reducing emissions is a fair reflection of the real cost of making those reductions and to communicate effectively how government and business are tackling the problem."

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