Of all respondents, 95% believed the public is poorly informed about paper's impact, while 60% indicated their preference for paper-based communications over digital alternatives. 

Alistair Gough, president of the NAPM, said: "Every day we are hit by new environmental claims about the detrimental effects of paper, which are clearly having an impact on us all in the communications industry. This survey has revealed the true extent of the misunderstanding."

The survey found that 27% of respondents believe paper production is a major cause of deforestation, while 55% felt that recycled paper is better than virgin fibre grades.

Gough said: "It reveals a lack of understanding of paper's environmental impact, and yet, with so many purchasing decisions taking the environment into consideration, we need to put the record straight."

The NAPM will introduce Two Sides, an industry-wide initiative on 7 October, to address the misconceptions surrounding the environmental impact of paper.