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Given the choice between two similar products, 83% of consumers will chose those that are “environmentally friendly” – and will pay more for them, according to a new study.

“Not only are consumers interested in green products and companies, our survey shows that nearly half of them will to pay at least five percent more for them,” said Stuart Larkins, senior vice president of search at DoubleClick Performics, in a statement.

Larkins continued, “With so many consumers online researching and purchasing products, retailers should include relevant environmentally-conscious information throughout their paid and natural search campaigns, affiliate promotions, display ads, and e-mail.”

Among the survey’s other findings:

* Among all online advertising sources, search engine results pages had the highest influence, with just under one-third of all respondents reporting them as having an impact on the purchase decision;

* Nearly two-thirds of consumers provide feedback about an online purchase at least some of the time;

* Approximately three fourths of those who make online purchases say a recommendation from a friend, family member or co-worker is valuable when purchasing online; and

* Respondents ages 18 to 34 find recommendations to be particularly valuable compared to older respondents.

The study analyzed feedback from 1,087 adults. DoubleClick Performics is the performance marketing division of DoubleClick Inc.