Men may shun eco-friendly behavior because of what it conveys about their masculinity. It is not that men do not care about the environment, but they also tend to want to feel macho, and they might worry that eco-friendly behaviors might brand them as feminine.

See the source article by following the link below:
Men may shun eco-friendly behavior because of what it conveys about their masculinity. It is not that men do not care about the environment, but they also tend to want to feel macho, and they might worry that eco-friendly behaviors might brand them as feminine.