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).
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.
Yunhui Huang, Nanjing University, China
Echo Wan, University of Hong Kong, China
NA - Advances in Consumer Research Volume 40 | 2012
Want to Stick to Your Goals? Think about “Dissimilar” Alternatives that You’ve Forgone!
Hye-young Kim, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
When Novices have more Influence than Experts: Empirical Evidence from Online Peer Reviews
Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
Xi Li, City University of Hong Kong
June Cotte, Ivey Business School
Cues to Sincerity: How People Assess and Convey Sincerity in Language
Alixandra Barasch, New York University, USA
Juliana Schroeder, University of California Berkeley, USA
Jonathan Zev Berman, London Business School, UK
Deborah Small, University of Pennsylvania, USA