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A two-and-a-half year-old study has come back to the fore which argues men's unwillingness to let go of the traditional view of what's "masculine" is responsible for eco-unfriendly lifestyles. The research, published in the Journal of Consumer Research, says "men tend to be more concerned than women with gender-identity maintenance, [and] this green-feminine stereotype may motivate men to avoid green behaviors in order to preserve a macho image." Aaron Brough of Utah State University and his fellow researchers refer to this phenomenon as the "Green-Feminine Stereotype." If this stereotype cannot be altered, "it has the potential to greatly damage our environment permanently." Forbes' Carolyn Milton recently interviewed Brough and points out that in one of the researchers' experiments, men and women were asked to remember a time "when they did something good or bad for the environment." Those who remembered a "good" moment rated it as more "feminine" than a "bad" moment.