These are some of its main points: Most people want their lifestyles to be both green and affordable. Austerity has made saving energy and cutting waste more normal and important. Wanting to ‘do the right thing’ is the main reason for buying green products. 79% said this was their primary motivation, and this feel good factor is most powerful for lower income households (83%). Support for action on climate change remains strong. 44% of respondents to a 2011 Eurobarometer survey said that climate change was the single biggest problem facing the world. 39% said it was the economic situation. A YouGov survey in the UK showed that 74% of adults think government should use more solar energy than at present, and 60% said government is right to subsidise wind energy.