So how do we fix this? According to a recent Scientific American article, if we want humen to make better decisions, we need to make going green feel manly.
The authors of the article were a group of researchers who conducted a series of experimentations involving over 2,000 US and Chinese participants. According to their results, everyone seem to be opinion certain green behaviors( like carrying a reusable shopping bag) as inherently more feminine.
Furthermore, when men were confronted with stereotypically feminine environmental messaging — like asking them to imagine utilizing frilly pink gift cards to buy lamps, batteries, or backpacks — male participants apparently overreacted and pushed back by buying less environmentally-friendly options.
Men, it seemed, were effectively hurling the environmental newborn out with the floral-scented bathwater.
But the authors say this can change. In further experiments, they revealed that re-enforcing traditionally masculine notions could undo this impact. One experiment showed that humen at a automobile dealership in China were more interested in purchasing a hybrid vehicle when ads for it included “manly” language. Another showed that men were more likely to donate money to the fictitious, uber-manly, howling-wolf-logo’d “Wilderness Rangers” non-profit, rather than one named “Friends of Nature.”
“Make the man feel manly, and he’s more likely to go green, ” the article concludes .
The psychology of gender is, of course, very complicated, so there are no doubt more questions here that need to be answered, but if our goal is to help people run greener at the grocery store, ideas like this could be worth listening to.
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