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Showing Original Post only (View all)Men Resist Green Behavior as Un-Manly [View all]
https://www.scientificamerican.com/article/men-resist-green-behavior-as-un-manly/The research, conducted with three other colleagues, consisted of seven experiments involving more than 2,000 American and Chinese participants. We showed that there is a psychological link between eco-friendliness and perceptions of femininity. Due to this green-feminine stereotype, both men and women judged eco-friendly products, behaviors, and consumers as more feminine than their non-green counterparts. In one experiment, participants of both sexes described an individual who brought a reusable canvas bag to the grocery store as more feminine than someone who used a plastic bagregardless of whether the shopper was a male or female. In another experiment, participants perceived themselves to be more feminine after recalling a time when they did something good versus bad for the environment.
Men may eschew green products and behaviors to avoid feeling feminine. In one study, we threatened the masculinity of male participants by showing them a pink gift card with a floral design and asking them to imagine using the card to purchase three products (lamp, backpack, and batteries). Compared to men shown a standard gift card, threatened men were more likely to choose the non-green rather than green version of each item. The idea that emasculated men try to reassert their masculinity through non-environmentally-friendly choices suggests that in addition to littering, wasting water, or using too much electricity, one could harm the environment merely by making men feel feminine.
Ironically, although men are often considered to be less sensitive than women, they seem to be particularly sensitive when it comes to perceptions of their gender identity. In fact, a previous study suggests that men find it to be more difficult than women to choose between masculine and feminine versions of everyday food and household items and will usually change their preferences to be more manly when allowed time to think about their decisions. Something as simple as holding a purse, ordering a colorful drink, or talking in a high voice can lead to social harm, so men tend to keep a sharp eye out for any of these potential snares.
So what can pro-environmental marketers do to buffer against the threat posed to men by the green-feminine stereotype? First, eco-friendly marketing messages and materials can be designed to affirm mens masculinity and give them the confidence to overcome their fear of being judged as feminine when engaging in green behaviors. For example, in one experiment, men who received feedback affirming their masculinity were more interested in purchasing an eco-friendly version of a cleaning product. Men who feel secure in their manhood are more comfortable going green.
Men may eschew green products and behaviors to avoid feeling feminine. In one study, we threatened the masculinity of male participants by showing them a pink gift card with a floral design and asking them to imagine using the card to purchase three products (lamp, backpack, and batteries). Compared to men shown a standard gift card, threatened men were more likely to choose the non-green rather than green version of each item. The idea that emasculated men try to reassert their masculinity through non-environmentally-friendly choices suggests that in addition to littering, wasting water, or using too much electricity, one could harm the environment merely by making men feel feminine.
Ironically, although men are often considered to be less sensitive than women, they seem to be particularly sensitive when it comes to perceptions of their gender identity. In fact, a previous study suggests that men find it to be more difficult than women to choose between masculine and feminine versions of everyday food and household items and will usually change their preferences to be more manly when allowed time to think about their decisions. Something as simple as holding a purse, ordering a colorful drink, or talking in a high voice can lead to social harm, so men tend to keep a sharp eye out for any of these potential snares.
So what can pro-environmental marketers do to buffer against the threat posed to men by the green-feminine stereotype? First, eco-friendly marketing messages and materials can be designed to affirm mens masculinity and give them the confidence to overcome their fear of being judged as feminine when engaging in green behaviors. For example, in one experiment, men who received feedback affirming their masculinity were more interested in purchasing an eco-friendly version of a cleaning product. Men who feel secure in their manhood are more comfortable going green.
Patriarchy hurts everyone.
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He is a monster by why tar all men with his evil? There are evil men and women in this world...
Demsrule86
Dec 2017
#59
Yes, the "mini van" has been lampooned for years. For me, its better than a truck.
7962
Dec 2017
#22
I don't buy this...my hubs is dedicated to saving the environment. I am sick of this sort of article
Demsrule86
Dec 2017
#11
Its about a study, for Petes sake. So you know within it theyll discuss percentages and stats.
bettyellen
Dec 2017
#66
I have to say, I consider this study pop psychology bullshit...it is not even
Demsrule86
Dec 2017
#81
you can't trust 'studies' like this. I would have to look at the Data closely and even then...
Demsrule86
Dec 2017
#80
I remember reading a study that republicans will NOT chose a similar product marked "green"
Hassin Bin Sober
Dec 2017
#14
Wow. My father was one of the first to recycle and always taught us to conserve water.
Tipperary
Dec 2017
#15
I'd pretend an objectively neutral response referencing math implied offense as well
LanternWaste
Dec 2017
#48
My father fined me 25 cents whenever I left the room and didn't turn the light off
crazycatlady
Dec 2017
#40
In other words, despite a million years of human evolution, men still think with their dicks. nt
procon
Dec 2017
#16
"Mother" Earth - men who do not believe in environmental protection or Climate Change are typically
CousinIT
Dec 2017
#20
Interesting idea that was explored in this trippy horror movie called Mother....
bettyellen
Dec 2017
#82
I have no doubt that this study's findings are true, but I had to laugh out loud at
Nay
Dec 2017
#21
Well maybe some day you'll take a closer look at your post and figure it out.
AtheistCrusader
Dec 2017
#64
...but, if I don't buy a two ton, diesel F-150000 with dual car crushing tires...
LudwigPastorius
Dec 2017
#43
20-plus years ago in reading about "Eco-Feminism" there was a prescient essay warning against ...
Hekate
Dec 2017
#51
Anybody who rides a bicycle can tell you about the guys with absurdly clean and huge pickup trucks.
hunter
Dec 2017
#68
I believe it has much more to do with ignorance and stupidity than masculinity.
democratisphere
Dec 2017
#79