Increasing costs of energy is leading to Britons taking more energy efficient measures, new research has revealed.
The study by uSwitch.com found that more than one-third of households (36 per cent) say they take green steps to save money.
In contrast, just nine per cent of consumers cited environmental concerns for their energy efficiency measure.
Nevertheless, more than three-quarters of Britons (78 per cent) said that they had become more conscious of the environment in the last 12 months.
Ann Robinson, director of consumer policy at uSwitch.com, said: "Consumers are reacting to the recession and the high cost of energy by cutting back on energy usage.
"They are taking simple steps, but they are not buying into the major energy efficiency measures because they are worried about the costs involved are confused about what is available and don't understand the savings they could make."
She added that this could result in Britons missing out on savings in the longer-term.
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