Child, if we haven't said enough about toxic masculinity in the past year, let this new study be the nail in the coffin illustrating why we need to kill that nonsense, once and for all.
A new study published in the journal Scientific American shows that men are less likely to take part in eco-friendly behavior due to fear of appearing less masculine, or dare we say, feminine.
This conclusion was found after conducting seven experiments with over 2,000 American and Chinese participants. Researchers found that both men and women had a “green-feminine stereotype,” and perceived eco-friendly purchases and behaviors as more feminine than non-green alternatives.
Good news is that men don't necessarily not care about the environment, statistically speaking, they just care about their masculinity more.
For example, in the experiment, individuals described as those who bring along re-usable canvas bags while grocery shopping were perceived as more feminine than those who use plastic bags.
Another experiment found that men who were presented with a pink, floral gift card were more likely to purchase environmentally unfriendly items than men who were given a standard gift card– presumably to make up for the stereotypically feminine nature of the card.
As such, the idea that emasculated men seek to reassert their masculinity through non-environmentally-friendly choices such as – littering, wasting water or excessive electricity use – appears to reign true.
According to the study, pro-environmental marketers can work against the perceived threat posed to male shoppers by marketing green-friendly materials to affirm men’s masculinity, giving them confidence that buying those eco-friendly home cleaners and utilizing a re-usable water bottle, for example, isn't feminine, it's just smart.