As the earth continues to see the negative and highly devastating impacts caused by climate change, it is now more than ever increasingly important to make an effort to implement more sustainable and eco-friendly behavior into our day-to-day lifestyle. An obstacle we have identified prior to our research was the feminine gendered implication toward more eco-friendly and sustainable ways of living. Gender perception and marketing styles have highly impacted the use of more eco-friendly and sustainable products. In this study, a survey was conducted to gauge the perspective of people regarding sustainable consumption. In our results, we found that men agreed that women are more eco-friendly than men. We also found that a majority of people believe sustainable products are marketed more towards women. We conclude that as a society, we need to start evaluating our impact on this earth, regardless of gender. Sustainable behaviors are highly dependent on established societal norms and gendered roles; to help solve this problem a societal shift needs to occur in how we perceive gendered stereotypes, particularly when it comes to sustainable consumption.
O'Berry, Meghann and Mancha, Jessica, "Linking Gender Perception Stereotypes to Eco-Friendly and Sustainable Consumption" (2021). 2021 Undergraduate Research Showcase. 73.