More Men Will Go 'Green' If Products Are 'Masculine'

                Men can be persuaded to go “green” if environmental products are branded in a more “masculine” way. Studies show that men are not as environmentally friendly as women. Not too many “man caves” features solar panels, recycle bins or posters of electric cars. Researchers have now provided evidence that shoppers who engage in green behaviors are stereotyped by others as more feminine and also see themselves as more feminine.

                In a series of seven studies, researchers manipulated small details about the products, attempting to change men’s attitudes and behaviors. They found that men are more open to purchasing environmental products if their masculinity gets a branding boost. Previous research shows that men tend to be more concerned about maintaining a masculine identity than women are with their feminine identity.

Researchers therefore 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. Instead of using traditional marketing messages about green products (which are typically perceived as feminine), researchers changed the message to be more masculine in nature by changing the phrasing, colors, etc. when researchers did that, they found that men were more willing to ‘go green’.