The Green-Feminine Stereotype and the Eco-Gender Gap: How Gender Impacts Sustainable Consumption in the Triangle, NC Area

Research Paper Executive Summary Presentation Slides

Introduction

Eco-friendly behaviors are often associated with femininity due to existing gender stereotypes that women care more about the environment than their male counterparts. Therefore, a large majority of eco-friendly, sustainable household care products are marketed towards and bought by women, further perpetuating the green-femine stereotype. There is a critical need for increased participation in eco-friendly practices and consumption among men, and for a more gender neutral and equitable approach to be taken to combat climate change. This research seeksto assess (1) how the green-feminine stereotype may play a role in sustainable consumption in the Triangle Area of North Carolina and, (2) how local policies can encourage more equal gender involvement in environmental friendly and sustainable consumption practices in the household. Local-level policy incentives to buy sustainable household products and to participate in green household behaviors, as well as an increase in gender-neutral or more products that appeal to men may lead to an increase in environmental health awareness across the gender spectrum and a more sustainable approach to one’s lifestyle.

Majority of sustainable products are marketed towards women, which both utilizes and enforces gender norms to present the idea that sustainable goods are for women, because "women do the job" these products are intended for.
There are no current policies in Raleigh, Cary, or Durham that take a gendered approach to encouraging local-level sustainability practices.
The green-feminine stereotype encapsulates the idea that environmentalism is seen as feminine as it fits within a women's stereotypical role as a caregiver. The core of this term describers how men tend to avoid environmentally friendly behaviors as a potential mental association exists between greenness and feminitity, thus the possibility of engaging in green behaviors could threaten an individual's masculine identity.
Previous research findings have found that women tend to have stronger feelings towards protecting the environment, as well as more negative attitudes towards utilizing natural resourcesas opposed to men.

Policy Reccomendations

Gender-Neutral Marketing

More masculine or gender-neutral branding of sustainable products could encourage greater male participation in household plastic reduction.

Lower Taxes on Sustainable Products

Promoting tax rebate options for "going green", such as for: charitable donations, residential energy efficient property credit, electric vehicle incentives, nonbusiness energy property credit, pre-tax savings for mass transit commuters, qualified bicycle commuting reimbursments, and recycled green office supplies.