Does Unconscious Bias Affect Our Sustainable Lifestyle Choices?

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CLICK HERE - RESEARCH - Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption 

forbes.com - by Carolyn Centeno Milton - April 3, 2019

. . . Brough co-authored a paper with professors from four other universities to understand how gender norms affect sustainable decision making. They report data from seven experiments that included over 2,000 participants from the US and China. What they found was remarkable.

They found that both men and women associated doing something good for the environment with being “more feminine.” This unearths a deeply held unconscious bias that Brough and team call the “Green-Feminine Stereotype.”

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