You're listening to episode 29 of the Sustainable Minimalists podcast.

You are listening to the Sustainable Minimalists Podcast, a show about living simply and

sustainably with your family. Here's your host, Stephanie Safarian.

Hello there and welcome back.

Today we're looking at gender roles

as they pertain to eco-friendliness.

Now eco-friendly behavior has long been associated with femininity,

and this is true across cultures and across ages.

Today's conversation centers upon why exactly this is, but more importantly,

what we can do to change this stereotype so that more men feel comfortable adopting small and hopefully big sustainable life choices.

My guest today is Professor James Wilkie.

He is a Consumer psychologist and assistant professor at the University of Notre Dame and together with his colleagues he conducts research that examines how environmental cues and social norms influence consumers.

Now the research we're discussing today is titled

is eco-friendly, unmanly, the green feminine stereotype, and its effect on sustainable consumption.

And I just want to make sure I give credit where credit is due to his co-resear, Aaron, Jing Jing Ma, Matthew Isaac, and David Gaul.

This research was published in the Journal of Consumer Research in 2016.

I've linked to the research and so much more in this week's show notes, which you can

find at mama minimalist.com forward slash 029, A, M A Minimalist.com,

forward slash 0.9.

Now, this week's interview is chalk

full of fascinating information.

So I really just want to jump right into it. Enjoy.

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