"When a person walks out of the grocery store holding an eco-friendly canvas bag instead of a plastic bag, what gender do you think they are? Most likely, your unconscious bias answers that they are female.
...Brough co-authored a paper with professors from four other universities to understand how gender norms affect sustainable decision making.
...What they found was remarkable.
They found that both men and women associated doing something good for the environment with being “more feminine.”
And when men’s gender identity was threatened, they tried to reassert their masculinity through environmentally damaging choices.
The report states that “men may be motivated to avoid or even oppose green behaviors in order to safeguard their gender identity.” ...
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