Most certainly not. However, if data suggests that men are more likely to buy a sustainable product when the packaging and slogan conveys a masculine message, it is perhaps something for these brands and communications to tailor their messages appropriately.
I do believe that we should buy sustainably sourced products just because it is the right thing to do. I know that there are people from both genders share the same belief as me. And funnily enough, my mother is the one to call my father 'a numpty' for spending a bit more on a green product. For those that need that little push to help them decide - nothing wrong with making the product a bit more appealing. It's all for a good cause!
The researchers tested two approaches — one affirming a man’s masculinity before introducing him to environmental products and another changing the associations people have toward sustainable products. Interestingly, the researchers found that if you reframe responsibly made products as more masculine, men are more likely to adopt them. Rather than using traditional marketing messages about sustainable products — which typically are perceived as feminine — they altered the messages to be more masculine in nature by changing the phrasing and colors. When this was done, the researchers found that men were more likely to prefer the sustainable product.