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Jakarta Post

Don't place the burden of going green on female consumers

A shopper wearing a protective face mask is seen at a site selling women's clothes inside a shopping mall, amid the coronavirus disease (COVID-19) outbreak in Tokyo, Japan July 26, 2020. Picture taken July 26, 2020. (REUTERS/Issei Kato)
Ariza A. Ramadhani and Citra Handayani Nasruddin
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Jakarta   ●   Wed, April 21 2021

From bringing reusable shopping bags to sorting out household waste, society has labeled sustainable actions as a feminine trait. The reason behind this is obvious yet uncomfortable. Women are seen as the primary and often the only caretaker of various domestic duties.

Therefore, it is unsurprising that a myriad of eco-friendly brands targets female customers. Eventually, this gesture has contributed to reinforcing green-feminine stereotypes and subsequently justifies men avoiding green behaviors. 

Expecting the valiant minority of female green consumers to find a way out of unsustainability is not enough. While females are key to promoting a circular economy, businesses and the government are required to play their part to fix structural problems, which could balance the people's responsibility, irrespective of their gender, to act sustainably. 

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