Macerich Co., a shopping mall operator based in Santa Monica, Calif., is offering Give Green, an American Express Co. gift card.

Purchases on the card will benefit the nonprofit American Forests, Macerich said.

In a survey this summer, 63% of the audience, women 25 to 54 years old, said they would prefer receiving a gift card that would support an environmental cause to one that did not. Macerich commissioned the survey from Kelton Research.

"Our shoppers want to be able to make choices that benefit the environment, and our new eco-friendly gift card gives them a simple way to give a meaningful gift and also feel good about their purchase," Tina McCuddin, Macerich's vice president gift card product development and marketing, said in an American Express press release.

Subscribe Now

Access to authoritative analysis and perspective and our data-driven report series.

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.