The poll shows majority support for individual action, including fitting low-energy lightbulbs or turning down heating

Britain has become a nation of guilty greens – people who admit they do not do enough to fight climate change – according to a Guardian/ICM poll published today. While almost everyone claims to have made some effort to live environmentally-friendly lives, almost two-thirds also say they could do more.

The poll was carried out ahead of today'sthe launch of the 10:10 climate campaign, backed by organisations including the Guardian. It finds widespread agreement that climate change exists – 85% say it is already a threat or will be in the future. It also shows strong public support for individual action to reduce carbon emissions: 85%, for instance, say that people should fit low energy lightbulbs and 86% agree that people should turn down their heating.

But a majority also agree that they have not done enough so far. Only 32% believe they already do enough to fight climate change, while 61% say that although they do some green things they could do more. Only 7% claim to make no effort to help the environment. In total 95% say they are making at least some effort to be green. They are the target of the 10:10 campaign, which is urging people and businesses to make individual efforts to cut carbon emissions by 10% during 2010, regardless of government action or the outcome of the Copehagen summit in December.

10:10 was launched today at Tate Modern in London, which saw hundreds of people sign up to a pledge to cut personal emissions by taking a series of steps such as cutting down on flights or eating locally-sourced food. The poll suggests that warnings about climate change are now firmly imprinted on the public mind: only 11% say that climate change is not a threat, while 37% say it has already become one and a further 48% say it will threaten future generations unless action is taken.

Most people also accept that climate change is caused by human activity, despite publicised suggestions that other natural factors might be responsible. While 71% say climate change is mainly man-made, only 23% point to other causes. However these results have barely changed since the Guardian and ICM last asked such questions in 2005.

Campaigners may take comfort from the fact that the economic crisis has not stopped people taking environmental issues seriously, as happened during the recession in the early 1990s. But four years of campaigning seems to have had little effect on public awareness. In 2005, 40% thought climate change was a current threat and 49% feared it would become one – both figures marginally higher that today.

Many people also question whether individual behaviour will make any difference. A small majority, 52%, say climate change will take place regardless of the way individuals behave. Slightly fewer, 46%, think that they can make a difference by acting differently. That finding shows the scale of the challenge facing campaigns such as 10:10. Even though an overwhelming majority say climate change is or will be a threat, most do not think changing their own behaviour is the answer.

As in 2005, people are also keener on small fixes such as changing lightbulbs than on things that would push up prices or force people to live differently. But there have been shifts in attitudes on some issues, such as nuclear power, flying and locally-sourced food. In 2005, as today, 83% of people agreed people should consider buying more fuel-efficient cars. More people now think people should drive less, 75% (67% in 2005). More also think people should cut down on flying, 69%, (56% in 2005) and more think people should buy less food from outside Europe, 75% (63% in 2005).

There continues to be stronger resistance to measures that could push up taxes. Only 33% back a pay-per-mile scheme for roads (26% in 2005). Even fewer, 29%, say they are prepared to pay more for gas and electricity to cut waste. However the expansion of the renewable industry is less controversial than opponents believe. Public backing for windfarms has grown since 2005, with 79% saying they would not object to one being built within 20 miles of their home (up from 69% in 2005).

A remarkable 67% say they would even support a windfarm in sight of their house, although that theoretical backing may not be born out in practice. Nuclear power, which has won government support since 2005, is also now less unpopular than before, with 32% saying they would not object to a nuclear power station being built within 20 miles of their home (19% in 2005). A sizeable minority, 20%, even claim they would not mind a nuclear plant being built in sight of their house.

ICM interviewed a random sample of 1,011 adults aged 18+ by telephone between 28 and 30 August 2009. Interviews were conducted across the country and the results have been weighted to the profile of all adults. Percentages may not add to 100 because of rounding. ICM is a member of the British Polling Council and abides by its rules.

(The Guardian, 01/09/2009)