Edwin R. Stafford, Cathy L. Hartman, Making Green More Macho, The Solutions Journal, Volume 3, Issue 4, July 2012, Pages 25-29 (https://www.thesolutionsjournal.com/article/making-green-more-macho/) Abstract: “It’s kind of embarrassing,” Emmanuel of Oakland, California, responded when asked about carrying a reusable shopping bag. “It looks like a man-purse.”1 Emmanuel was part of a recent OgilvyEarth study entitled, Mainstream Green: Moving Sustainability from Niche to Normal, which investigated the discrepancy between Americans’ actions and intentions around sustainable living and shopping behaviors, otherwise known as the Green Gap. Drawing from interviews of environmental experts, ethnographies of urban consumers, and 1,800 survey respondents representative of the U.S. adult population, OgilvyEarth’s research confirmed that the Green Gap is driven partly by avoidance of the “crunchy granola hippy” and “rich elitist snob” images of going green. What sparked media buzz, however, was OgilvyEarth’s conclusion that men like Emmanuel are often self-conscious about using canvas shopping bags, drinking from reusable water bottles, or driving Prius hybrids. … Topics: Climate Change; Sustainability