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Making Green More Macho

Making Green More Macho

Date: 7/31/2012

Location: UT

Solutions Journal recently published, "Making Green More Macho," an article that explores why society generally views concern for the environment as more feminine than masculine. Authors Edwin Stafford and Cathy Hartman of the Center for the Market Diffusion of Renewable Energy and Clean Technology at Utah State University describe how lessons learned from the famously successful Don't Mess with Texas campaign are instructive in how green can be made more macho through message framing that connects sustainability and masculine values.

Stafford and Hartman also recently authored a journal article examining how community concerns over local wind development were resolved after an unexpected citizen uprising halted Utah's first commercial wind power project in 2006. They describe how entrepreneurs, elected officials, citizens, and advocates can address community resistance constructively and build support for nearby wind energy development and include action items for addressing each concern effectively. The article is not available for non-subscribers; for more information, contact Ed Stafford.

This information was last updated on August 14, 2012