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

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).



Citation:

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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1126-1126.

Authors

Yunhui Huang, Nanjing University, China
Echo Wan, University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

How Residential Mobility Influences Donations

Yajin Wang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Xiaolin Li, University of Texas at Dallas, USA
Nicole Kim, University of Maryland, USA

Read More

Featured

Promoting Well-being and Combating Harassment in the Academy

Ekant Veer, University of Canterbury, New Zealand
Zeynep Arsel, Concordia University, Canada
June Cotte, Ivey Business School
Jenna Drenten, Loyola University Chicago, USA
Markus Geisler, York University, Canada
Lauren Gurrieri, RMIT University
Julie L. Ozanne, University of Melbourne, Australia
Nicholas Pendarvis, California State University Los Angeles, USA
Andrea Prothero, University College Dublin
Minita Sanghvi, Skidmore College
Rajiv Vaidyanathan, University of Minnesota Duluth, USA
Stacy Wood, North Carolina State University

Read More

Featured

A4. Persuasive Messaging in the Modern Media Landscape: Character Assassinations in Social Network’s Echo Chambers

Niek Althuizen, ESSEC Business School
Sourjo Mukherjee, ESSEC Business School
Negin Latifi Kasani, ESSEC Business School

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.