Insecure men refuse to adopt eco-conscious habits because it makes them seem 'less manly': study

Research shows that men are much less likely to engage in environmentally-friendly behavior than women — and it may be because they're afraid it'll make them appear less masculine.

Scientific American's research suggests not that men don't care about the environment, but that they may be worried that most "tend to want to feel macho, and they worry that eco-friendly behaviors might brand them as feminine."

The study involved over 2,000 American and Chinese participants, and showed that both men and women "judged eco-friendly products, behaviors, and consumers as more feminine than their non-green counterparts."

"In one experiment, participants of both sexes described an individual who brought a reusable canvas bag to the grocery store as more feminine than someone who used a plastic bag—regardless of whether the shopper was a male or female," the report notes. "In another experiment, participants perceived themselves to be more feminine after recalling a time when they did something good versus bad for the environment."

In yet another experiment, researchers "threatened the masculinity of male participants" by showing them a pink, floral gift card and asking them to envision purchasing three items with it. Compared to men shown a "standard gift card," the men who were "threatened" most often chose the non-environmentally friendly version of the items.

"The idea that emasculated men try to reassert their masculinity through non-environmentally-friendly choices," the report notes, "suggests that in addition to littering, wasting water, or using too much electricity, one could harm the environment merely by making men feel feminine."

The report also notes that "ironically, although men are often considered to be less sensitive than women, they seem to be particularly sensitive when it comes to perceptions of their gender identity."