A recent article in Scientific American reveals that research involving over 2,000 participants in the United States and China has established a link between greenness and femininity. It also exposed that socialized gender roles mean men are less likely to embrace eco-friendly behavior. While some propose the promotion of more masculine marketing around environmental behavior change, instead, it is argued that toxic gender roles and patriarchy need to be examined as they often lie at the root of the exploitation of women’s bodies and the earth. Photo credit: Getty Images
