Men resist eco-friendliness because they see it as unmanly: research

Source: Xinhua| 2017-12-29 19:12:00|Editor: Yurou
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NEW YORK, Dec. 29 (Xinhua) -- Men, compared with women, are less likely to adopt a green lifestyle since they generally regard eco-friendly behavior as "unmanly," a new study has revealed.

The study, conducted by the U.S. magazine Scientific American, has shown that eco-friendliness and femininity are somehow related in people's minds. Among over 2,000 American and Chinese participants, both men and women think eco-friendly products, behaviors and consumers are more feminine. For example, a person who shops with a canvas bag instead of a plastic one is regarded as more feminine, regardless of the shopper's gender.

This "green-feminine stereotype" has been keeping men from using green products or adopting eco-friendly behavior. Due to the fact that men are particularly sensitive about their gender identity, the magazine said, one can harm the environment simply by making men feel feminine.

Possible solutions, the magazine suggested, could be for pro-environmental marketers to use more masculine fonts, colors, images and words while branding and promoting green products. In conclusion, make men feel manly, and they will be more willing to go green.