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Last spring, Huntsman marketing professors Cathy Hartman and Edwin Stafford got a chuckle over an Ogilvy Earth study that found green was too pink. Specifically, the ad agency reported that men, in general, resist environmentally-preferable behaviors and products, such as carrying reusable shopping bags at the supermarket, drinking from reusable water bottles, or driving gas-electric hybrid Priuses, because they perceive environmentalism as inherently too feminine.
Utah State University
Huntsman Professor, Green, Macho
USU Jon M. Huntsman School of Business, "Huntsman Professors Find Ways to Make “Green” More Macho" (2012). Jon M. Huntsman School of Business News Collection. 180.