TRUSTED local firms as well as national retailers should be involved in delivering the Government's Green Deal, according to the founder of an online renewable energy guide.

The Government plans to reduce domestic energy consumption through the scheme, in which energy companies and high street stores will pay upfront for work to insulate homes and improve energy efficiency.

Householders will then pay back the money on their bills from the savings they make from having more efficient homes that take less energy to heat.

A new poll of visitors to the YouGen website revealed that 84 per cent of people would trust locally-based specialist suppliers more than national retailers such as M&S and Tesco.

YouGen founder Cathy Debenham, of Sidbury, East Devon, said: "Yes, the big brands have got consumer trust. But that's for selling food, or clothes, or DIY products.

"Retrofitting existing housing to make it more energy efficient isn't a pile it high, sell it cheap business. Every house is different, as is the way people live in them. These things have to be taken into consideration and consumers need expert advice on the best solution for their circumstances.

"Past grant schemes for insulation have tended to be one- dimensional, with little regard for choice. It's mineral wool or nothing under most of them.

"I hope that the Green Deal, which has a much more ambitious reach in terms of numbers covered, will also offer householders choice as to products and measures — as long as they meet the goals of reducing carbon emissions and reducing the total energy bill.

"This will need the involvement of local and specialist companies, as well as the big national ones.

"Not only will this offer choice, but it also will help boost local businesses to provide the green jobs that Nick Clegg was talking about last week, and give consumers some peace of mind.

"The reputation of smaller, local companies depends on word of them delivering good service, and word soon gets out if they don't. The nationals are more likely to sub-contract the work, losing the level of accountability for customers."