03 Sep 2016, New Indian Express: ECOLOGIC- Pavitra Sriprakash, the Chief Designer and Director of Shilpa Architects writes about gender matters in sustainability.
Studies show that men are not as environment friendly as women! Shoppers who engage in green behaviour are stereotyped by others as more feminine, and also perceive themselves as more feminine. Studying this from a marketing and branding aspect, it seemed that manipulating some details will get men to being more open to purchase environmentally sensitive products. It would rely on two approaches — affirming a man’s masculinity before introducing him to environmental products and changing the associations people have with green products. (Read More)
Link to The New Indian Express Site – Gender Matters for Green Marketing
Click here for the PDF of Full Article