Going Green For Self Vs. Others: Gender and Identity Salience Effects on Green Consumption
This paper examines the effects of gender and identities on green consumption. Previous research shows that women are greener than men. However, we extend these findings by showing that social (vs. personal) identity changes the impact of gender on green consumption. This effect is mediated by self-transcendence values.
Citation:
Diego Costa Pinto, Marcia Herter, Patricia Rossi, and Adilson Borges (2013) ,"Going Green For Self Vs. Others: Gender and Identity Salience Effects on Green Consumption", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.
Authors
Diego Costa Pinto, Reims Management School, France
Marcia Herter, Reims Management School, France
Patricia Rossi, Reims Management School, France
Adilson Borges, Reims Management School, France
Volume
NA - Advances in Consumer Research Volume 41 | 2013
Share Proceeding
Featured papers
See MoreFeatured
Q13. Liquid Consumption From Another Perspective: The Case of “Investomers”
Carina Hoffmann, Heinrich-Heine-University
Lasse Meißner, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University
Featured
Cultivating Collaboration and Value Cocreation in Consumption Journeys
Melissa Archpru Akaka, University of Denver
Hope Schau, University of Arizona, USA
Featured
No Self to Spare: How the Cognitive Structure of the Self Influences Moral Behavior
Rima Touré-Tillery, Northwestern University, USA
Alysson Light, University of the Sciences