The internet is the most popular medium for environmentally-friendly marketing, a new study has found.

Research conducted by the Environmental Leader and Watershed Publishing found that most consumers prefer green marketing practices and three-quarters (74 per cent) of firms plan to increase their expenditure on eco-friendly marketing accordingly.

Half of respondents said they plan to increase spending on green print marketing, while 40 per cent intend to boost expenditure on ethical direct mail strategies.

The report revealed that over a quarter (28 per cent) of marketers believe green marketing is more effective than other platforms, compared with just six per cent who think it is less effective.

Jennifer Nastu, co-author of the study, said: “We found customers were willing to pay more for the same product when presented in a green marketing message.

“This was generally seen as a nice opportunity, as most firms perceived that they were – in reality – greener than their customers initially thought they were.”

Posted by Julie Knight, Managing Director – General Marketing, Industry