Going Green, Going Feminine: How Green Appeal Influences Products Targeting Consumers of Different Genders

Yunhui Huang, Nanjing University, China
Echo Wan, University of Hong Kong, Hong Kong, China
Consumers associate green (vs. non-green) products more with femininity, consider people consuming green (vs. non-green) products as more feminine, and believe that a feminine (vs. masculine) friend would favor a green gift more. Moreover, consumers with well-developed/ impoverished product knowledge evaluate female/male products with (vs. without) green add-ons more favorably.
[ to cite ]:
Yunhui Huang and Echo Wan (2015) ,"Going Green, Going Feminine: How Green Appeal Influences Products Targeting Consumers of Different Genders", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 564-564.