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Showing posts from August 25, 2016

BRANDING: Going green is for girls, but branding can make men eco-friendly

Going green is for girls,  but branding can make men eco-friendly
"Shoppers who engage in green behaviors are stereotyped by others  as more feminine and also see themselves as more feminine."
Studies show that men are not as environmentally friendly as women. But could men be persuaded to go green? New research indicates the answer is yes — and it’s all about branding.
The study "Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption," forthcoming in the Journal of Consumer Research by James Wilkie, assistant professor of marketing at the University of Notre Dame's Mendoza College of Business, provides evidence that shoppers who engage in green behaviors are stereotyped by others as more feminine and also see themselves as more feminine.

n a series of seven studies, Wilkie and his co-authors manipulated small details about the products, attempting to change men's attitudes and behaviors. They found that men are more o…