New research indicates 85 per cent of Australians are changing their buying patterns in order to reduce their carbon footprint, Marketing Magazine reports.
The L.E.K. Consulting study also found a small but increasing number of respondents said they'd be prepared to pay more for environmentally sustainable products and services.
It's claimed 63 per cent of Australians would be willing to change to carbon-friendly offerings that were equal in quality and price.
Researchers say the findings prove that opportunities abound for green marketers, especially in the retail, manufacturing, business services, energy, transport and electronics sectors.
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