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  3. Across age groups and countries, females tend to live a more eco-friendly lifestyle. Compared to men, women litter less and recy

Across age groups and countries, females tend to live a more eco-friendly lifestyle. Compared to men, women litter less and recy

admin2021-03-20  58
问题     Across age groups and countries, females tend to live a more eco-friendly lifestyle. Compared to men, women litter less and recycle more. Some researchers have suggested that personality differences may help to explain this gender gap in green behavior.
    Our own research suggests an additional possibility; men may avoid eco-friendly behavior because of what it conveys about their masculinity (男子气概). It’s not that men don’t care about the environment, but they worry that eco-friendly behaviors might brand them as feminine.
    The research showed that there is a psychological link between eco-friendliness and women. Due to this " green-feminine stereotype”, 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.
    Men may keep away from green products to avoid feeling feminine. In one study, we threatened the masculinity of male participants by showing them a pink gift card and asking them to imagine using the card to purchase three products (lamp, suitcase, and batteries). Compared to men shown a standard gift card, threatened men were more likely to choose the non-green rather than green version of each item. The idea that men try to reassert their masculinity through non-environmentally-friendly choices suggests that in addition to littering, wasting water, or using too much electricity, one could harm the environment merely by making men feel feminine.
    So what can marketers do to protect men against the threat posed by the green-feminine stereotype? Green products can be marketed with more masculine (有男子气概的) colors, words and images used in the branding. For example, men in one experiment were more likely to donate to a green non-profit organization with a masculine logo (徽标) (black and dark blue colors featuring a wolf, with the name "Wilderness Rangers" in bold letters) than one with a traditional logo (green and light tan colors featuring a tree, with the name "Friends of Nature" in colorful letters).
    These findings suggest that masculine affirmation and masculine branding may be effective in narrowing the gender gap in environmental protection. Make the man feel manly, and he’s more likely to go green.  
A man may like the products made by a green company, if the logo contains________.
选项 A、green trees
B、light colors
C、beautiful letters
D、an image of a wild animal
答案D
解析 推理判断题。由第五段可知，减少男性对环保产品的抵触的一个方法是借助男性化的品牌。如果某绿色非盈利项目用了有男子气概的徽标(比如黑色和深蓝色的狼)，男性对其的捐款会更多。故选D。
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