Going Green, Going Feminism: Stereotype About Green Consumption and Social Gender Role

Yunhui Huang, Nanjing University, China
Echo Wan, University of Hong Kong, China
Green consumption is perceived to be related to the feminine gender role both implicitly (Study 1 through Implicit Association Test) and explicitly (Study 2). And engaging in green consumption will improve the judgment about the social status of male consumers but not for female consumers (Study 3).
[ to cite ]:
Yunhui Huang and Echo Wan (2012) ,"Going Green, Going Feminism: Stereotype About Green Consumption and Social Gender Role", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1126-1126.