The study found that 51% of women are willing to pay extra for a brand if it is environmentally friendly, compared to 39% of men.
The research, which polled 1000 adults nationwide, will be revealed at the ISBA (Incorporated Society of British Advertisers) annual conference tomorrow.
Other findings in the survey showed that brands which promote their green credentials are likely to be seen in a more positive light, with 63% of women compared to 52% of men.
Male consumers were revealed as more cynical and questioning about green claims than women, with 25% of men regarding the impact of climate change as "a bit over-exaggerated".
The study suggests that advertisers who are planning to engage male consumers on the environment should back up their claims with hard proof. It shows 14% of men take a dim view of brands which promote green credentials, on the basis they are exploiting increasing concerns about global warming.
In line with these findings, the study also revealed that men trail women in terms of taking action to reduce the impact their lifestyles have on the planet, with 79% of women changing their behaviour in the last year, compared to 69% of men.
Russ Lidstone, chief strategy officer at Euro RSCG London, said: "The male starting point tends to be more sceptical and cynical both in terms of the reality of climate change and business's attempts to address it.
"Brands trying to engage men with a green message are already up against a number of perceptual barriers before they even begin to communicate."