The study of 1,200 people found that nine out of 10 would be prepared to change to a greener car, with 36% buying one if a Government grant was available to help them. Nearly one in four said concerns over the environment would encourage them to go green.
Commissioned by the Society of Motor Manufacturers and Traders (SMMT), the results come after the European Commission approved a new scheme called the Low Carbon Car Fund.
This is likely to give buyers of cars with CO2 emissions below 115g/km a grant of between £300 and £1,000.
SMMT chief executive Christopher Macgowan said: ‘Buyers need incentives to drive the market for cleaner new cars. The commission has approved the new scheme and we need it in operation quickly.This survey shows that consumers still favour considerations of cost to pocket over their environmental concerns.
‘Buyers may be full of good intentions, but when times are tough, they need support.’