A recent study has found that ‘an eco-responsible man is perceived as more altruistic, faithful and a good father, qualities that make him an ideal life partner for long-term relationships.’
Men who are concerned about ecology may be more attractive to women looking for a long-term partner
Entitled ‘The green mate appeal’, a study in Psychology and Marketing last year revealed that pro-green consumption is seen as an honest signal of commitment in men. The research suggested that being climate-conscious is a trait more normally associated with femininity. As such, eco-friendly men are more likely to possess characteristics stereotypically associated with women, such as higher levels of commitment and altruism. This should make them more attractive to potential partners, who perceive them as being better-suited to relationships and parenting, predicted the study. After conducting six analyses on a sample of 1,500 Americans, their predictions turned out to be correct.
findings suggest that green consumption is an honest signal of men’s long‐term mating value
The study results showed that men who favoured green products were eco-friendlier, more altruistic, and more importantly, are perceived to be better dads and partners. These results agree with previous research that men who engage in eco-friendly alternatives are seen as more caring, less selfish, and more committed.
The study concluded by suggesting that these results could be used as leverage to encourage men to adopt more eco-friendly behaviour. In fact, in terms of heterosexual relationships, if there is indeed a tendency for men to adapt their behaviour to align with women’s preferences, this could be another incentive for men to further commit to the environmental cause.