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Going green is for girls — but branding can make men eco-friendly

Shannon Roddel

A study by James Wilkie, assistant professor of marketing at the University of Notre Dame’s Mendoza College of Business, provides evidence that shoppers who engage in green behaviors are stereotyped by others as more feminine and also see themselves as more feminine. In a series of seven studies, Wilkie and his co-authors manipulated small details about the products, attempting to...

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