Women are ‘greener’ - research

A new study into daily environmental practice has found that women are likely to be ‘green’ more effectively than men. The npower research showed that men generally avoided minor green tasks on a day-to-day basis in favour of bigger ‘gestures’, while women tended to focus on the more regular aspects of being environmentally-friendly.

“Women are using their consumer power to make choices about what companies get their money – they’re acting collectively for the greater good, but they’re also likely to do the ‘safe’ stuff like recycling plastic bags, but not take a risk,” commented University of Leicester’s Adrian White, who worked with npower on the study. “Men on the other hand, are all about the big gestures – getting the hybrid car and the wind turbine but it’s more ego- than eco-warrior.”

The study has also shown what it calls ‘Green Net Aptitude’ (GNA), which claims that someone’s personality type, background and surroundings can directly contribute to green behaviour.

“The study reveals the differing degrees of GNA among people,” explained White. “For example teachers, with higher levels of education and a career focused on investing in the future of children, have a high GNA score and are more likely to be able to delay gratification, compared to estate agents who may be working in a culture of quick sales and short-term commission.”