Shannon Roddel | August 25, 2016
Studies show that men are not as environmentally friendly as women. Let’s face it, not too many “man caves” feature solar panels, recycle bins or posters of electric cars. It’s just not manly.
But could men be persuaded to go green? New research indicates the answer is yes — and it’s all about branding.
The study “Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption,” forthcoming in the Journal of Consumer Research by James Wilkie, assistant professor of marketing at the University of Notre Dame’s Mendoza College of Business, provides evidence that shoppers who engage in green behaviors are stereotyped by others as more feminine and also see themselves as more feminine.