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.
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.