Green Matters, by magazine publisher IPC, says 72% of women believe that the media, specifically editorial and advertising, is the most prominent factor in making them become environmentally friendly.
Other factors influencing women include the opinions of friends, family and children, concludes the research.
In particular, respondents cited advertising (59%), magazine articles (42%) and the internet (42%) as the most influential media on their green views.
The research also claims that most women (86%) look to the media for environmental information, with TV (65%), the internet (58%) and newspapers (45%) the other popular sources.
Green advertising campaigns registered favourably with 61% of women, though 28% said they were cynical, arguing they are about improving image and increasing sales.
The Green Matters research is part of IPC's Origin Panel, an ongoing research programme that uses a 7,500-strong panel of UK women.
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