How green is your mancave?It depends how far the marketers have gone to make sure you don't feel less of a man for being ecofriendly.A new study has shown that green shopping is stereotyped as being feminine and men are more open to buying environmentally friendly products only if their masculinity gets a branding boost.Lead researcher James Wilkie of the University of Notre Dame said: "Men are more concerned about maintaining a masculine identity."Men might be more open to buying green products if we made them feel secure in their masculinity."Wilkie proposes marketers mimic successful approaches in other products to combat feminine stereotypes."Body wash used to be considered a feminine product, but firms changed that perception by marketing their products in a more masculine fashion."They used more masculine fonts and colours in packaging and hired very masculine spokesmen, explicitly stating that the product was for men only. It worked," he said...