Pro-Environmental Attitudes Are Viewed As ‘Sexy’ By Women And Men, Finds A New Study

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Pro-Environmental Attitudes Are Viewed As ‘Sexy’ By Women And Men, Finds A New Study
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Evolutionary psychologists explain the allure of eco-friendliness.

suggests that going out of one's way to be environmentally conscious has unintended positive consequences, like being judged more favorably by potential romantic partners.

“Previous research shows that prosocial behavior such as altruism is important in mate choice,” say the authors of the research, led by Daniel Farrelly of the University of Worcester and Manpal Bhogal of the University of Wolverhampton.

To arrive at this conclusion, the researchers first recruited 157 heterosexual adults from the United Kingdom to participate in an online study. In the study, participants were presented with a series of hypothetical scenarios describing the behavior of a potential romantic partner. Some of the scenarios depicted the romantic partner as environmentally conscious , some of the scenarios depicted the partner as not environmentally conscious , and other scenarios were neutral .

They found that men and women were more attracted to partners who displayed environmentally conscious behaviors, especially for long-term relationships. This, according to the researchers, is consistent with prior research demonstrating the desirability of prosocial behavior in mate choice. Next, the researchers conducted a follow-up study in which they asked 307 heterosexual adults to imagine they were approached by an individual running a sustainability survey and were asked to respond to the following question: “Importantly, the individual running the survey was presented to participants in a photo as either an attractive woman or an attractive man.

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