Is Effort Required By a Green Behavior Always Negative? the Moderating Effect of Male Gender Identification Strength

We propose that effort that a green behavior requires may increase its attractiveness. We demonstrate that male gender identification strength (GIS) moderates the effect. Male consumers with high male GIS find a green product that requires effort (compared to one that does not) more congruent with their self-concept and more attractive.



Citation:

Constanze Gathen and Sandra Praxmarer-Carus (2020) ,"Is Effort Required By a Green Behavior Always Negative? the Moderating Effect of Male Gender Identification Strength", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 72-76.

Authors

Constanze Gathen, Universität der Bundeswehr München
Sandra Praxmarer-Carus, Universität der Bundeswehr München



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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