“Gendered” public space stereotypes influence environmental behavior

Sociologists and geographers argue about the existence of two ideal separate spheres, private and public, and their association with gender identity, i.e., public spaces are socially perceived as belonging to masculinity and private spaces to femininity. However, the stereotypical association between public space and gender – as well as its social consequences – has never been examined empirically. To fill this gap, an experimental study was carried out to investigate how “masculinity-public space” association is likely to moderate the perception of pro- and anti-environmental behaviors (PEBs and AEBs). It was hypothesized that, for high level of “masculinity-public space” association, men showing PEBs (AEBs) in public spaces will be less admired (more condemned) than women, whereas men showing PEBs (AEBs) in private spaces will be more admired (less condemned) than women. To test this hypothesis, participants were presented with a series of actions (PEBS and AEBS) performed by women or men in urban public, outdoor places (streets) or in private, indoor places (home). The strength of “masculinity-public space” association was assessed both implicitly (single category IAT) and explicitly. Implications of the role of gender stereotypes on environmental behavior are discussed.