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

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.



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 564-564.

Authors

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



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

Doing Worse but Feeling Better: Consequences of Collective Choice

Nuno Jose Lopes, University of Navarra
Elena Reutskaja, IESE Business School

Read More

Featured

C11. More of a Bad Thing: How Consumers Ignore Pollutant Levels in Healthiness Assessment

Aner Tal, Ono Academic College (OAC)
Yaniv Gvili, Ono Academic College (OAC)
Moty Amar, Ono Academic College (OAC)

Read More

Featured

The Embodiment of Repair: Consumer Experiences of Material Singularity and Practice Disruption

Matthew Godfrey, University of Arizona, USA
Linda L Price, University of Oregon, USA
Robert F. Lusch, University of Arizona, USA

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.