Interest in actively contributing to the energy transition is much greater than generally assumed – across all party lines. Homeowners in particular are willing to invest privately in photovoltaic systems, heat pumps, and electric cars.
This is the result of a survey conducted in August 2025 by the Allensbach Institute for Public Opinion Research on behalf of the Climate Neutral Germany Initiative (IKND) among more than 2,000 owner-occupiers. The survey covered nine technologies: photovoltaics, heat pumps, electric cars, battery storage, smart meters, wall boxes, energy management (HEMS), solar thermal energy, and wood pellet heating.
Homeowners who already use climate-friendly technologies currently use an average of 2.6 of the nine technologies surveyed. Usage and purchase plans are stable: by 2030, around two-thirds want to use a photovoltaic system, and four in ten want to use a heat pump or an electric car. However, investment capacity is insufficient, especially for small and medium incomes.
Despite the end of the traffic light coalition, its climate protection policy, and the numerous changes in current energy and transport policy, people are still willing to invest privately in climate-friendly technologies. By 2030, the user potential is 82 percent of homeowners. "The use of climate-friendly technologies in private homes is now widespread, and further significant potential can be identified," says Dr. Steffen de Sombre, project manager at the Allensbach Institute for Public Opinion Research. It is noteworthy that, surprisingly, usage and purchase plans are hardly related to political convictions.
Respondents with a net household income of less than €2,500 per month are willing to invest €11,000 in the purchase of a heat pump. Respondents with an income of €5,000 and above would invest almost €21,000. Among respondents with low incomes, 81 percent say they need government support to purchase a heat pump. From the IKND's point of view, politicians must now ensure reliable framework conditions.
Photo: © Peggy and Marco Lachmann-Anke, Pixabay
