029: Is Sustainability Unmanly?
Men are less likely to buy eco-friendly products. They’re hesitant to carry reusable bags + drive hybrid cars, too.
That’s because environmentalism is for women + crossing gender boundaries makes men uncomfortable.
Sustainability has long been associated with femininity. On today’s episode we examine why this stereotype exists; we offer research-based methods to engage reluctant men in the eco-friendly movement, too.
My guest today is Dr. James Wilkie. He’s a consumer psychologist, professor + researcher who examines how social norms influence consumers. His research into the Green-Feminine Stereotype offers crucial insight into the future of eco-consciousness.
Enjoy!
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