- Challenging Masculine Stereotypes and electric cars
- The Impact of Masculine Contingency on EV Preferences
- Addressing Gender Norms and Their Influence on Climate Change Efforts
Electric cars (EVs) are frequently viewed as the future of transportation, with companies such as Ford and Tesla competing to develop them.
A new study suggests that more masculine men may think EVs may hurt their image.
Dr. Michael Parent of the University of Texas at Austin (UT) says ‘like a real male’ men hate electric cars.
He said that masculinity’s predilection for high-performance petrol vehicles creates unforeseen climate change uncertainties.
“It would not be a major contributor to climate change. But it is one more preventable factor that adds to climate-related problems,” Dr. Parent said.
Advertising could diminish shaky masculinity, but education on healthy gender role norms would be more beneficial.
This is related to a variety of negative behaviors, including misogyny, homophobia, and aggression.
Dr. Parent analyzed the concept of masculine contingency’ among 400 American men as part of his research.
Masculine contingency refers to the extent to which an individual based their sense of self-worth on cultural standards of masculinity. Such as aggression, status, and anti-femininity.
All participants were asked to concur or disagree with a series of statements. Such as “I can’t respect myself if I don’t live up to what it means to be a “real man”.”
The responses were then compared to car-buying habits and attitudes to determine whether gas/diesel, hybrid, or electric vehicles were preferred.
Nearly 40% of males ranked EVs as the worst option, with many of these participants holding the most traditional’masculine perspectives.
Dr. Parent wrote, “Consumer good purchase decisions are made, in part, with consideration for how these purchases reflect personal identities.”
‘According to previous research, males may find EVs appealing due to their quick acceleration and technological innovation.
However, among men, acceptance of masculinity contingency was associated with a decreased preference for EVs.
These startling results come at a time when numerous automakers are rushing to develop game-changing EVs in response to rising environmental concerns regarding conventional fuel engines.
New initiatives, such as London’s Ultra Low Emission Zone (ULEZ), encourage drivers to switch to electric vehicles by imposing a £12.50 daily charge on non-compliant vehicles.
According to psychologist Louise Goddard-Crawley, the results can be traced back to human evolution and long-established notions of dominance.
From an evolutionary perspective, masculine characteristics such as physical strength and dominance were advantageous for survival and reproduction throughout human evolution, she said.
‘Traditional vehicles, with their boisterous engines and potent performance, may represent these characteristics, making them more appealing to those who value traditional masculinity.
‘Electric cars, being quieter and possibly perceived as less powerful, may be perceived as deviating from these evolutionary principles, resulting in opposition from those who strongly identify with traditional gender norms.’
