Overwhelmingly American homeowners (91%) agree it's important to reduce their impact on the environment, yet only 11% acknowledge doing 'a lot' to help reduce greenhouse gases by improving energy efficiency at home, according to a new survey by Ipsos Reid for Icynene(R).

When it comes to spurring environmental action, homeowners are far more likely to be motivated to reduce energy use and greenhouse gases by rising energy costs (80%), than by a desire to save the planet for future generations (67%) or by news about climate change (52%).

The survey also found only a little more than one in ten (12%) homeowners are willing to spend more money to make their homes more environmentally friendly, without guarantees of making back their
investment.

"It's clear that homeowners are conscious of their potential impact on the environment," says Sean Simpson, Research Manager for Ipsos Reid, "yet financial issues are still more likely, than straight concern for the environment, to get them to act on climate change."

Adjusting thermostat, driving less

The survey found most (89%) homeowners either have or will be taking at least some steps to reduce their environmental impact at home due to rising energy costs:

- More than 8 in 10 homeowners have or will be turning the thermostat down/up by five degrees or more

- More than 8 in 10 homeowners have or will be reducing their automobile use

- Two-thirds (64%) of homeowners have or will be turning off the furnace or air conditioner (for some period of time)

- 62% have or will be investing in energy efficient upgrades worth $1,000 or more, such as adding insulation Reducing costs, greenhouse gases

Tom Kraeutler, home improvement journalist and co-host of the nationally syndicated The Money Pit Home Improvement Radio Show, says homeowners are opting to take simple steps to reduce energy use and costs, but by investing more they could realize a far greater financial return and significantly reduce their greenhouse gas emissions and environmental impact.

"Installing an insulation/air barrier system, for example, could enable an average family of four, living in a home heated with Natural Gas, to cut their energy use and costs by up to 50% and reduce greenhouse gas emissions by as much as 4,000 pounds per year," says Kraeutler.

Women, Northeast score high marks for environmental action

According to the survey, women are more likely than men, and homeowners in the Northeast are far more likely than those in the Midwest to be environmentally conscious and active:

- Women (51%) are much more likely than men (33%) to 'completely agree' that it's important for them to reduce their impact on the environment whenever possible

- Women (49%) are far more likely than men (34%) to agree that they are deeply concerned about rising energy costs and are taking a number of significant steps to reduce energy consumption at home

- Women (58%) are more likely than men (46%) to agree that news about climate change has caused them to become more energy efficient at home

- Homeowners in the Midwest (43%) and the South (42%) are the most likely and those in the West (31%) and Northeast (34%) least likely to agree that they do not know much about environmental issues and the impact of greenhouse gas emissions on the environment

- Homeowners in the Northeast (44%) are the most likely and those in the Midwest (34%) least likely to give themselves a 'great' rating(seven or higher on a scale of one to nine) when asked to rate the actions/behaviours of their family in terms of how environmentally -friendly they are in the home

- Homeowners in the Northeast (71%) are the most likely and those in the Midwest (62%) least likely to agree that a 'desire to save the planet for future generations' has caused them to become 'a great deal more' or 'somewhat more' energy efficient and to reduce their
environmental impact at home