While many Britons have ramped up their efforts to reduce their carbon footprint and increase energy efficiency, large numbers are in it to help save their finances, not the planet.

Such is the claim of Legal & General, which has reported that 98 per cent of Britons are engaging in some form of activity to improve the energy efficiency of their home. However, the firm noted that growing financial pressures may play a key role in peoples decision to adopt less wasteful habits. In research carried out by the group, it was revealed that while many pretend that their concern for the environment is the principal reason for turning down heating or recycling, secretly they are driven by the financial rewards that pursuing such practices can entail.

Indeed, Legal & General noted that women are particularly being untruthful about their reasons for going green. The group noted that nearly half (45 per cent) of women said they have adopted environmentally friendly habits in an effort to appear green, when in fact they are doing so to save some cash. A little over a third (36 per cent) of men responded in the same way.

Whether trying to put more pounds in their pockets or trying to keep the earth cool, taking out a home improvement loan could help people to carry out work to make their property more energy efficient, bringing both long-term savings end environmental benefits.

Meanwhile, Britons who are struggling to keep afloat during difficult economic circumstances may also want turn off the heating in an effort to save the pennies. Indeed, Legal & General identified this as the most common course of action pursued by those who are trying to save pounds while appearing to save the planet.

Commenting on the figures, Garry Skelton, marketing director at Legal & Generals general insurance business, said: “The research shows that economic climate and environment issues are having an impact on the way we live. With the colder weather approaching, people are likely to resist turning on their heating to save money but we would advise Brits to conduct some checks on their property to ensure that they are safe, as well as energy efficient.”

Among the suggestions made by the group was the examination of loft insulation, which should be at least 250mm thick. Meanwhile, residents were also advised to check their property for any pipes which could freeze during the colder months. For those which are at risk of doing so, the firm recommended investing in lagging to cover them. So too, any leaks or drafts identified within the home should also be addressed to avoid wasting unnecessary money and energy on keeping property warm. For those who are looking for an effective way of funding such work, taking out a home improvement loan may be of interest.

Applying for a homeowner loan of this type may also be useful for those looking to invest in a boiler jacket or upgrade heating appliances. According to moneysupermarket, installing a more energy efficient boiler could knock 75 pounds off annual heating bills, while installing loft insulation can reduce energy spending by 150 pounds.

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