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北大國(guó)發(fā)院馬京晶老師同美國(guó)四位教授近期被國(guó)際一流期刊JournalofConsumerResearch接受發(fā)表的關(guān)于環(huán)保和消費(fèi)者行為的文章得到了美國(guó)諸多媒體的關(guān)注。下面是此文的內(nèi)容簡(jiǎn)介和相關(guān)媒體報(bào)道。

Brough,Aaron,JimWilkie,JingjingMa,MathewIssac,andDavidGal(forthcoming),“IsEco-FriendlyUnmanly?TheGreen-FeminineStereotypeandItsEffectonSustainableConsumption,”JournalofConsumerResearch.

你或許有所不知，除了亂扔垃圾、浪費(fèi)水源、過(guò)度用電之外，讓男人感覺(jué)自己缺乏男子氣概也會(huì)對(duì)環(huán)境造成傷害。想象一個(gè)男性消費(fèi)者在兩種產(chǎn)品中做選擇——一種對(duì)環(huán)境友好，一種則不。你可能想不到，他的選擇會(huì)受到性別認(rèn)同安全感的影響，而這恰恰是本研究的發(fā)現(xiàn)。性別差異存在于可持續(xù)的行為之中。相較于女性，男性更多地亂扔垃圾，更少地回收舊物，對(duì)不環(huán)保的生活方式更少感到愧疚。本研究將說(shuō)明，男性對(duì)于是否選擇綠色行為的猶豫，源自對(duì)“綠色即女性化”這一流行信條的認(rèn)同。在這種刻板印象的作用下，一旦一位男性感覺(jué)自身男子氣概受到挑戰(zhàn)，就會(huì)通過(guò)選擇不環(huán)保的行為來(lái)強(qiáng)化他的陽(yáng)剛之氣。對(duì)應(yīng)的，一位對(duì)自己男子氣概很有安全感的男性，更能欣然接受綠色的行為方式。研究組由來(lái)自五所不同高校的營(yíng)銷學(xué)教授組成，他們通過(guò)一系列的實(shí)驗(yàn)來(lái)驗(yàn)證自己的猜想，實(shí)驗(yàn)涵蓋了超過(guò)2000名來(lái)自中美的參與者。教授們的第一個(gè)目標(biāo)是檢測(cè)“綠色即女性化”的刻板印象是否存在。正如預(yù)期所料，在各個(gè)年齡組和性別中普遍發(fā)現(xiàn)了“女性化”和“環(huán)境保護(hù)”這兩個(gè)概念之間的心理聯(lián)系。比如說(shuō)，拿著可重復(fù)使用購(gòu)物袋的消費(fèi)者比拿著塑料袋的消費(fèi)者會(huì)被認(rèn)為更加女性化。不僅如此，即便只是把曾經(jīng)做過(guò)的一些有益于環(huán)境的事情（相較于不利于環(huán)境的事情）寫(xiě)下來(lái)，人們也會(huì)認(rèn)為自己更加女性化。研究組的第二個(gè)目標(biāo)是探究“綠色即女性化”的刻板印象是否會(huì)影響消費(fèi)者——尤其是男性消費(fèi)者——的行為。他們發(fā)現(xiàn)，當(dāng)一位男性的男子氣概面臨威脅時(shí)（比如送他一張印花的粉色禮物卡），他會(huì)避免選擇一些環(huán)境友好的產(chǎn)品。相反地，如果強(qiáng)調(diào)一位男性的男子氣概（比如告訴他他的字體非常剛勁有力），可以增強(qiáng)他的信心，幫助他克服對(duì)于因選擇環(huán)境友好的產(chǎn)品而被貼上女性化標(biāo)簽的恐懼。另一種減少男性對(duì)環(huán)保產(chǎn)品的抵觸的方法是借助男性化的品牌。如果某綠色非盈利項(xiàng)目被冠以非常男性化的品牌名（比如“荒野游士”而不是“自然之友”），以及使用更加男性化的字體、配色和肖像，男人們對(duì)其的捐款會(huì)更多。對(duì)寶馬中國(guó)經(jīng)銷商的實(shí)地研究發(fā)現(xiàn)，當(dāng)一輛環(huán)境友好的汽車廣告使用更男性化的詞語(yǔ)，如“保護(hù)”，而不是傳統(tǒng)的綠色詞語(yǔ)，比如“環(huán)境友好”時(shí)，男性消費(fèi)者們會(huì)更喜歡它。與男性不同的是，女性的綠色行為就對(duì)性別暗示沒(méi)那么敏感：女性往往會(huì)自然而然地做出綠色選擇。不過(guò)，讓男性在做出綠色行為時(shí)感到不適的“綠色即女性化”的刻板印象，在男性和女性之中都是存在的。所以意識(shí)到這種刻板印象深入人心，并且嘗試去改變對(duì)于綠色行為的成見(jiàn)，對(duì)男性和女性來(lái)說(shuō)同等重要。研究組中的一員，來(lái)自猶他州立大學(xué)的艾倫·布拉夫教授指出，“我們的研究首次提出了追求男子氣概的內(nèi)在動(dòng)力會(huì)造成男性對(duì)綠色行為的抗拒，而且這不單單是由于男性和女性的個(gè)性差異所致。”當(dāng)被問(wèn)到研究成果是否只適用于異性戀時(shí)，來(lái)自西雅圖大學(xué)的合作者，馬修·艾薩克教授回應(yīng)道：“因?yàn)槲覀兇蟛糠值臄?shù)據(jù)都來(lái)自于異性戀者，所以性別認(rèn)同的不同會(huì)對(duì)實(shí)驗(yàn)結(jié)果造成哪些影響，我們?nèi)晕从忻鞔_的答案。這無(wú)疑是未來(lái)研究的一個(gè)開(kāi)放領(lǐng)域。不過(guò)，我們認(rèn)為，性別取向是次要的，更關(guān)鍵的是在一個(gè)人的自我形象中，男性化的一面對(duì)他們來(lái)說(shuō)有多重要。我們觀察到的結(jié)果在那些自恃陽(yáng)剛、但男子氣概受到挑戰(zhàn)的男性身上表現(xiàn)得最為明顯，而那些自我認(rèn)同為女性的男性則可能不會(huì)做出相同的反應(yīng)。據(jù)布拉夫教授所言，核心的結(jié)論在于，“并不是男性不如女性重視可持續(xù)的生活方式——他們只是想表現(xiàn)得更陽(yáng)剛一些。所以如果今天你想要為環(huán)境做點(diǎn)好事的話，那就讓男人們對(duì)自己的男子氣概更有信心吧?！?/p>

翻譯：劉佳佳校對(duì)：曾瑩

原文IsEco-FriendlyUnmanly?TheGreen-FeminineStereotypeandItsEffectonSustainableConsumption

Youprobablydon’tknowthatinadditiontolittering,wastingwater,orusingtoomuchelectricity,youcanharmtheenvironmentbymakingmenfeelfeminine.Imagineamaleshoppertryingtodecidebetweentwoproducts—onethatisgoodfortheenvironmentandonethatisnot.Youmaynotexpecthischoicetobeinfluencedbyhowsecurehefeelswithhisgenderidentity,butthatisexactlywhatthisresearchfinds.Agendergapexistsinsustainablebehavior;comparedtowomen,menlittermore,recycleless,andfeellessguiltyaboutlivinganon-greenlifestyle.Thisresearchhelpstoexplainmen’shesitationtoadoptgreenbehaviorsbyidentifyingaprevalentbeliefthat‘greenisfeminine.’Asaresultofthisstereotype,whenamandoesn’tfeelmacho,hetriestoreasserthismasculinitythroughnon-greenchoices.Ontheflipside,menwhofeelsecureintheirmanhoodarecomfortablegoinggreen.Theresearchteam,comprisedofmarketingprofessorsatfivedifferentuniversities,testedtheirpredictionsinaseriesofexperimentsinvolvingover2,000participantsfromtheU.S.andChina.Theirfirstgoalwastotestwhetheragreen-femininestereotypeexists.Aspredicted,apowerfulmentallinkwasdiscoveredbetweentheconceptsoffemininityandenvironmentalism—onethatisprevalentacrossagegroupsandamongbothsexes.Asaresult,peoplejudgedotherswhoengagedingreenbehaviorasfeminine.Forexample,ashoppercarryingareusablegrocerybagwasperceivedasmorefemininethanashoppercarryingaplasticgrocerybag.Moreover,peopleevenratedthemselvesasmorefeminineafterwritingaboutatimetheydidsomethinggood(vs.bad)fortheenvironment.Thesecondgoaloftheresearchteamwastotestwhetherthisgreen-femininestereotypeinfluencesthewayconsumers—andmeninparticular—behave.Theyfoundthatthreateningaman’smasculinity(forexample,bygivinghimapinkgiftcardwithafloraldesign)causeshimtoavoidchoosingeco-friendlyproducts.Conversely,affirmingaman’smasculinity(forexample,bytellinghimhiswritingstyleismasculine)canboosthisconfidence,helphimovercomethefearofbeingjudgedasfeminineformakinggreenchoices,andincreasehispreferencesforgreenproducts.Anotherwaytoreducemen’sgreenaversionisthroughmasculinebranding—men’sdonationstoagreennon-profitincreasedwhenitwasbrandedwithamasculinenamelike‘WildernessRangers’insteadof‘FriendsofNature’andusedmoremasculinefonts,colors,andimages.AndinafieldstudyconductedatBMWdealershipsinChina,theresearchersfoundthatwhenaneco-friendlycarwasdescribedinaprintadwithamasculinewordlike‘protect’ratherthanatraditionalgreenwordlike‘eco-friendly,’malecustomerslikeditmore.Incontrasttomen,thegreenbehaviorofwomenwasnotassensitivetogendercues;womentendedtobegreenregardless.Butthegreen-femininestereotype,whichcanmakemenfeeluncomfortablemakinggreenchoices,washeldbybothmenandwomen.Sobeingawarethatthisstereotypeexistsandtryingtochangeperceptionsofwhatitmeanstobegreenisequallyimportantformenandwomen.Oneoftheresearchers,Dr.AaronBroughofUtahStateUniversity,observed,“Ourresearchisthefirsttosuggestthatamotivationtofeelmasculinecouldbecontributingtomen’sreluctancetoadoptgreenbehaviorsandthatit’snotsimplyduetopersonalitydifferencesbetweenmenandwomen.”Whenaskedwhetherthefindingsapplyonlytoheterosexuals,co-authorDr.MathewIsaacofSeattleUniversityreplied,“Sincemostofourdatacomesfromheterosexuals,wedon’thaveagoodunderstandingyetofhowourresultsmightchangeamongthosewhodefinetheirgenderidentitydifferently.Thatisdefinitelyanopenareaforfutureresearch.However,wethinkitislessaboutsexualorientationandmoreabouthowimportanttheroleofmasculinityisinone’sself-image.Theeffectsweobservedarelikelytobestrongestamongmenwhohavealottolosewhentheirmasculinityisthreatened,whereasmenwhoembraceafeminineidentitymaynotreactthesameway.”Thekeytakeaway,accordingtoBrough?“It’snotthatmendon’tcareasmuchaswomenaboutsustainability—it’sjustthattheywanttofeelmacho.Soifyouwanttodosomethinggoodfortheenvironmenttoday,makeamanfeelmoremanly!”

本文曾被美國(guó)多家媒體報(bào)道，詳見(jiàn)附錄。附錄YourManlinessCouldBeHurtingthePlanetAugust31,2016

MenAreDestroyingtheEarthBecauseTheyThinkEnvironmentalismIsTooGirlySeptember1,2016

MenThinkGoingGreenWillMakeThemWimpsSeptember4,2016

ABC(Australia）Paintnudewomenonsolarpanels:HowtogetmentocareabouttheenvironmentSeptember2,2016BroadlyMachismoIsRuiningthePlanet,StudySaysSeptember2,2016QuartzStudiesShowPeopleThinkCaringAbouttheEnvironmentIs“Feminine”September2,2016Yahoo!NewsRecycling’sNotJustforWomen,BroSeptember1,2016TakePartRecycling’sNotJustforWomen,BroSeptember1,2016MicMenAreRuiningthePlanetBecauseTheyThinkGreenProductsAre“Feminine”September1,2016SiasatDailyMenWillingtoPurchaseEco-FriendlyThingsIfProductsAre“Masculine”August31,2016WasteDiveStudy:MenLitterMore,RecycleLessto“SafeguardTheirGenderIdentity”August31,2016PsychCentralIt’sNotEasyBeingGreen--AtLeastforMenAugust28,2016SlateEco-FriendlyBrandingMustBeSuperManlytoAttractManlyMen,StudySaysAugust26,2016BusinessStandardMenWillingtoGoGreenIfProductsAre“Masculine”August26,2016ScienceDailyGoingGreenIsforGirls,butBrandingCanMakeMenEco-friendlyAugust25,2016NotreDameNewsGoingGreenIsforGirls—ButBrandingCanMakeMenEco-friendlyAugust25,2016PacificStandardIt’sNotEasyBeingGreenandManlyAugust16,2016