What is it about?
This research investigates possible ways to motivate men to engage in more eco-friendly actions. Because sustainability is associated with femininity, men are less motivated to engage in pro-environmental actions than women. In two experiments, we showed men pictures of several feminine and masculine pro-environmental behaviors and gave them positive self-reflection exercises to make eco-friendly behavior more appealing to them.
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Why is it important?
We showed that anti-femininity beliefs can partly explain why men are hesitant to act eco-friendly. In other words, men that see femininity as something bad also tend to behave less eco-friendly. Framing sustainability as something positive can increase pro-environmental behavior among men.
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This page is a summary of: Defeminizing sustainability: How to boost men’s motivation for proenvironmental behavior., Motivation Science, October 2024, American Psychological Association (APA),
DOI: 10.1037/mot0000371.
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