Electric vehicles (EVs) are often considered the future of transportation, and titans like Ford and Tesla are competing to produce them.
But a new study shows that men who are more likely to be “macho men” may not see it that way because they have the bizarre assumption that electric vehicles will damage their image.
dr Michael Parent, a researcher at the University of Texas at Austin (UT), claims that men who value behaving “like a real man” are more likely to disapprove of electric cars.
High-performance gasoline vehicles are instead favored as a sign of masculinity, he says, creating an alarming and unexpected uncertainty for climate change efforts.
“It wouldn’t be a major driver of climate change, but it is one more avoidable thing that adds to the pile of climate-related problems,” Dr. Parent told Web.
A study conducted in the US claims that cisgender men who want to appear like ‘real men’ don’t like electric vehicles (stock image)
“Although the problem could be addressed through advertising, it would probably be better for education to address healthy gender role norms to reduce precarious masculinity in general.”
“This is linked to a variety of negative behaviors, including sexism, homophobia, aggression and others.”
As part of his research, Dr. Parent examined the concept of “male contingency” in 400 men living in the United States.
Male contingency refers to the extent to which a person bases their self-esteem on cultural standards of masculinity, including toughness, status, and anti-femininity.
These perceptions can be real or imagined, with all participants asked to agree or disagree with a series of statements, including “I cannot respect myself if I do not live up to what it means to be a “real man.” .”
The answers were then compared with car buying habits and attitudes and examined whether petrol/diesel, hybrid or electric were preferred.
Nearly 40 percent of men rated electric vehicles as the worst option, with many of these participants also holding the most traditionally “masculine” views.
Electric vehicles (EVs) are often considered the future of transportation, and titans like Ford and Tesla (pictured) are racing to produce them
“Good consumer purchasing decisions are, to some extent, made with consideration for the way those purchases reflect personal identity,” wrote Dr. Parent.
“The literature to date suggests that electric vehicles may be attractive to men overall due to their rapid acceleration and their appeal as a technological innovation.”
“For men, however, endorsement of the masculinity contingency was associated with lower preference for electric vehicles.”
These stunning results come at a time when countless automotive giants are competing to develop new, groundbreaking electric vehicles while environmental concerns about traditional fuel engines grow.
New initiatives such as London’s Ultra Low Emission Zone (ULEZ) are also encouraging motorists to go electric, with a daily charge of £12.50 being imposed on vehicles that do not meet emissions standards.
Psychologist Louise Goddard-Crawley claims the findings even have roots in human evolution and long-established notions of dominance.
“From an evolutionary perspective, traits associated with masculinity, such as physical strength and dominance, have been beneficial for survival and reproduction throughout human evolution,” she told Web.
“Traditional vehicles, with their loud engines and powerful performance, could symbolize these traits and make them more appealing to some people who value traditional masculinity.”
“Electric cars, which are quieter and may be perceived as less powerful, may deviate from these evolutionary ideals and provoke resistance from those who identify strongly with traditional gender norms.”
Despite his results, Dr. Parent acknowledges that his study is limited, suggesting that there is no data demonstrating a direct causal relationship between masculinity and attitudes towards electric vehicles.
Car preferences were also based on hypotheses rather than real purchasing decisions, which added to the ambiguity of the results.
“It is likely that many men are vulnerable to masculinity threats without being aware of it, and thus experimental research on the precarious masculinity paradigm would be valuable in the context of consumer research,” he wrote.
“In summary, this study demonstrates a relationship between masculinity contingency and attitudes and purchase intentions related to electric vehicles, contributing to work on masculinities and consumer choice.”
READ MORE: Toxic masculinity: Macho men who conform to traditional masculine roles are ‘more likely to struggle and be isolated’ as they age.
Macho men who conform to male gender roles are more likely to struggle and become isolated as they age, researchers warn.
Toxic masculinity – an attitude that includes belief in “real men” – affects men’s social relationships, health, well-being and overall happiness, according to the study.
A sociologist at Michigan State University said that when issues such as health or financial issues arise, men are less likely to share them with friends or family members.
This can have damaging effects on their mental health later in life, particularly as they age, retire and become more isolated.
The belief that “real men” need to be strong, tough, and independent can negatively impact their social needs later in life