A recent survey on the green economics in the UK sponsored by Saab has shown up some interesting trends.  There are lots of numbers but persevere and see how you fare against the national averages.

• 30% of people most frequently state that being wasteful of energy in the home is their biggest 'guilty non-green sin';
• 81% of people have decided to be more environmentally-friendly in the next 12 months;
• Only 6% of people are going 'green' as a result of the governmental initiatives;

The survey reports [1] that 60% of people are going green in a bid to save future generations. Despite this ambition, the financial cost of being 'green' doesn't make it easy, as 39% of independent minded people are not prepared to pay any extra for green products or services. A large proportion (41%) believe that green goods could be more widely available with a further 79% looking for greater government incentivisation to help change behaviour.

Peopel admit to harbouring 'guilty non-green sins', which coupled with a general lack of knowledge about the greatest pollutants, demonstrates that as a nation there is still a way to go before we are 'Green Britain'.

The majority (60%) are choosing to be greener out of concern for future generations, but a more fickle 10% are motivated by social image and the desire to look good in front of peers, whilst only 6% are opting to be more environmentally-friendly as a result of government action.

The report finds that women are the eco-warriors of the household with 65% doing the decision-making and encouraging partners and family members to opt for environmentally-friendly goods and services. The 35-44 year olds are leading the 'green' charge (62%), with the even younger generation also influencing and driving their parents' purchasing habits:  children in have the most sway (15%), versus (0 per cent) where children don't appear to have the same influence.

Despite good intentions, people harbour 'guilty non-green sins' - the top five being:

• Being wasteful about energy consumption in the home - 30% admit they should keep a closer watch;
• Using transport when walking is an option (29%);
• Cleaning with non-environmentally-friendly products (28%);
• Boiling a kettle full of water when making just one cuppa (27%);
• 20% own up to never recycling;
  

To counteract their 'guilty non-green sins', 81% have already decided on a green resolution for 2008. Over 48% vow to recycle more, 41% to keep an eye on energy usage in the home and 36% to switch to low energy light bulbs.

We want to be greener but 79% feel the government should do more in terms of making greener fuels readily available to all, while 78% are convinced that there should be tax breaks for greener cars and that environmentally-friendly fuels should be taxed considerably lower than fossil fuels (79%).

• 57% of people feel the need to drive to the shops when they know their shopping will be too heavy;
•  39% feel they can't rely on public transport ;
•  29% refuse to pay through the nose for environmentally-friendly products;
• 16% don't believe that green products or services match the quality and performance of their existing non-green brands.