Despite many consumers failing to understand what their carbon footprint is, environmental factors feature high as things considered by motorists looking to buy a new car, according to a new survey.
Research by the Newspaper Marketing Agency (NMA) found that three in four buyers would look for a vehicle with low carbon dioxide emissions when making their next purchase.
While two in three of the 2,665 people polled would change their choice of car to reduce their emissions, 51% would be prepared to pay more for low-emission technology.
But many consumers remain confused by the jargon of greener living. More than a quarter of respondents had only a vague - or no - idea of what their carbon footprint was.
About 20% did not understand the term "greenhouse gases", and a similar number were confused by "fuel efficient" and "CO2 emissions".
Maureen Duffy, chief executive of the NMA, said: "Car buyers are clearly concerned by the threat of global warming, and are changing their purchasing choices accordingly.
"But there is confusion about the meaning of the terms being used, especially among women and younger buyers, who are the most interested in making greener choices. Car advertising needs to engage better with consumers to help them to understand the choices they clearly want to make."
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