The image forming apparatus executes a process of generating image data of an alternative image involving a smaller consumption quantity of color material than an image contained in a replacement-object area and then generating replaced image data in which the image data of the replacement-object area has been replaced with the image data of the alternative image, and the control section instructs a printing section to execute color material-saving printing of printing an image based on the replaced image data on a sheet. The alternative image is an image containing information for allowing an image based on the image data of the replacement-object area to be displayed by an information terminal that has read the alternative image.