A Blog by SustainU
(A Green Sports Alliance Partner & Summit Sponsor)
Within the sustainability industry, there is currently a conversation on whether “green” can be thought of as masculine. The prevailing view in some sustainability circles is that “going green” is thought of as more feminine. Though making more conscious and responsible purchasing decisions has no gender-specific connotations behind it, to some, the stigma still appears to exist.
According to a new study, “Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption” from the Journal of Consumer Research, people identify eco-friendly practices as “feminine” practices. They also found that men might avoid sustainable behaviors and products ENTIRELY, all just to “protect their masculinity.”
In an article from Quartz covering this specific subject, the reason for this stereotype is unclear. Some point fingers at green marketing or at women just “tending to be” more responsible. However, in terms of green marketing, it seems that if masculinity has been affirmed then males will feel more comfortable “going green.”
Enter the expanding world of sustainability practices and sports. Can the increased expansion of this market help to dismantle some of these stereotypes?
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