Written by: Suhaib Shams
Road transport operators are facing significant challenges in their efforts to reduce carbon emissions, as recent data shows that high costs have become the most prominent obstacle to the transition to green transport. The survey indicated a gap between companies' desire to adopt sustainable solutions and customers' lack of willingness to bear the additional costs associated with decarbonization processes.
The cost barrier and customer rejection of new prices
The results of the "Green Alliance 2026" survey revealed that cost has become the main obstacle to continuing emissions reduction efforts, surpassing the lack of infrastructure that was the primary barrier last year. This shift is attributed to the fact that about 70% of operators in Western Europe, 71% in Eastern Europe, and 67% in Australia reported that customers are not willing to pay the additional costs resulting from decarbonization processes, creating what researchers described as a "cost wall" that prevents companies from moving forward.
Rising electric vehicle prices
Obstacles related to alternative fuels have undergone a noticeable shift, with vehicle prices emerging as a primary barrier in 2026 instead of the lack of charging and refueling infrastructure. In Western Europe, the percentage of operators citing vehicle prices as a barrier rose to 66% compared to 49% in 2025, while in Eastern Europe, this percentage jumped from 52% to 78%. This increase is a result of the significant price gap, as the cost of an electric truck is two to three times the cost of a diesel truck, which the operators' limited profit margins cannot absorb.
Practical steps to reduce emissions
Despite these challenges, the majority of companies continue to take steps to reduce their environmental impact. 90% of companies in Western Europe, 87% in Eastern Europe, and 55% in Australia are adopting at least one measure to reduce emissions. These companies focus primarily on solutions that achieve self-savings, such as optimizing transport routes, which is implemented by 53% of operators in Western Europe and 62% in Eastern Europe, in addition to eco-driving training, which is followed by 42% in both regions.
