Many Dutch want to be more sustainable, but find measures too expensive

Over half of people in the Netherlands express a desire to live more sustainably, but many fail to translate that intention into action, research from the sustainability monitor of Milieu Centraal shows. The study suggests this is not due to a lack of willingness, but because green choices are often perceived as too costly and are delayed amid uncertainty.

A survey shows that 51 percent of respondents in the Netherlands would like to adopt more sustainable habits, yet only 29 percent of that group end up doing so in practice. Ika van der Pas, director of Milieu Centraal, says the issue is not a lack of willingness. Instead, she argues that people need better conditions, including stable policy, reduced financial uncertainty, clearer options, and more active support.

The impact of favourable conditions can be seen in Drenthe, where subsidies have contributed to a higher rate of home sustainability improvements. “Financial support clearly increases public support,” the report notes.

Researchers say the biggest gains in sustainability can still be made at home. A recent poll found that 70 percent of respondents view heat pumps positively, up from 49 percent in May last year. Despite this growing support, uncertainty remains: 65 percent of people worry about the strain such a shift could place on the power grid.

Milieu Centraal argues that improved communication could help remove barriers to action. Behavioural researcher Judith Roumen explains that hybrid heat pumps are often suitable without overloading the electricity grid. “Uncertainty causes households to delay this type of sustainability upgrade, even though in many cases that is not necessary.”

Researchers say the energy transition is facing the biggest obstacles in transport and mobility, despite this being the area with the highest climate impact. While there is public support for more sustainable travel and the number of electric vehicles continues to rise, progress is being challenged by rising expenses, the gradual removal of fiscal incentives, and worries about strain on the electricity grid.