Well, not a hard-source, but having been alive in the 90's most women didn't consider themselves feminists in the 90s. And if pressed they'd say things like "I believe in equality but I wouldn't call myself a feminist."

Anecdotally, there was a perception that those who most loudly and immediately identified themselves as "feminist" (not unlike those who most loudly and immediately identify as men's-right-activists) had a HUGE emotional investment in the topic and saw unfairness/oppression everywhere.

Additionally, with 90's feminism at least, some women associated loud self-proclamations of feminism as a move more common to "butch" women.

Hopefully the conversation on treatment of men will make as much progress in 20 short years.