As global warming and climate change put great threats on our world, getting more environmentally conscious is a necessary behavior. However, men appear less likely to turn eco friendly. Researchers analyzed the phenomenon, and discovered the most unlikely cause to why this happens. It seems men find such a behavior too feminine, making them avoid it.
More men avoid being eco friendly
For their analysis, researchers selected seven studies whose results they put together, and explored the eco friendly behavior among people. These studies gathered over 2,000 people, both men and women, and the results were more than interesting. Regardless of gender, most participants marked a green behavior as unmanly.
Also, the results showed that men were more willing to keep their masculinity intact than women were with their femininity. Therefore, any kind of threat to this concept, even imaginary, made men reject it. As a result, researchers got an idea to how they might make them more eco friendly.
“We (…) thought that men might be more open to environmental products if we made them feel secure in their masculinity, so they are less threatened by adopting a green product.”
They have to be convinced that a green behavior is manly
However, it was necessary to see where the threshold between masculinity and femininity lay when it came to green products. Therefore, researchers surveyed people on their shopping habits and the kinds of products they chose.
Before, men had been found to consume more energy and produce more garbage than women. Also, the survey revealed that bringing a reusable container while shopping looked more feminine than just opting for a plastic bag. Even the idea of helping the environment instead of remaining indifferent was perceived as not manly enough.
Therefore, the secret to making men more eco friendly might be to just present the behavior in a manlier fashion. If they end up perceiving it as a regular activity, and not an exclusively feminine one, they might do more to save the planet. The study was published in the Journal of Consumer Research.
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