As green technology continues to improve, sustainable and environmentally conscious film and TV productions are more feasible than ever. But as a study from global strategy consulting firm Altman Solon found this month, most of the industry didn’t know it.

Nearly 70% of over 300 production executives across North America, Europe and Asia cited the general lack of awareness of the benefits of sustainability as the biggest barrier to prioritizing it on set.

The results of the company's third annual “Emerging Media Tech Survey” show that while studios are making increasing efforts to monitor a given production's environmental impact and limit emissions, there is still a significant need to change Hollywood's internal culture and perceptions around sustainable practices and technology.

Just over half of respondents said sustainability is simply not an issue in manufacturing, while 56% believed high upfront costs and a lack of financial incentives also contribute to a volatile attitude towards sustainable practices.