Half of Brits suffer from green guilt, reveals new study from Kia

Nearly half of Brits (49 per cent) suffer from ‘green guilt’ and admit exaggerating about their green lifestyle because they feel pressure from family, friends and colleagues to be greener.

Research conducted by Kia Motors (UK) Limited, revealed that seven in 10 Brits feel pressured by family and friends to be more eco-friendly, with just over a third (34 per cent) wanting to buy an electric car next to up their green credentials.
The research revealed that a large majority of Brits (77 per cent) plan to buy an eco car in the next three years, citing climate change as the driving force to go green. Insights found:

• More than half (60 per cent) of Brits are ready to embrace the electric revolution
• Nearly a quarter (21 per cent) of Brits are looking to purchase an eco car within the next 18 months
• More than a third of Brits are encouraged to buy an eco car because they are good for the environment
• Sir David Attenborough is the most influential celebrity encouraging a greener lifestyle, beating Greta Thunberg
• Almost half of parents (46 per cent) admit their children pester them to make greener choices
• Colleagues and social media influencers impact more than half (53 per cent) of Brits’ choices when it comes to being green

The research by Kia Motors UK also looked into what holds Brits back from buying an eco car revealing there is still a lack of understanding. Top concerns include:

• Fears of running out of battery mid-journey (43 per cent)
• Not being able to find a charging point en route (40 per cent)
• Not knowing enough about eco cars in general (37 per cent)
• They take too long to charge (35 per cent)

Steve Kitson, director of Corporate Communications at Kia Motors UK commented; “It’s great to know that Brits are ready to embrace the electric revolution but it’s clear there’s still a lot of myth-busting to be done. We now need to help consumers see how they can tackle ‘green guilt’ and make a positive impact on the environment by taking the leap and going green with their next car. At Kia, we’ve announced our plans to have 11 electric models in our line up within the next five years to ensure we are leading the way for the electric revolution.”