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



Share Proceeding

Featured papers

See More

Featured

P10. Omission Bias in the Gain vs. Loss Domain

Jen H. Park, Stanford University, USA

Read More

Featured

When People Stop Being Nice and Start Getting “Real”: Use of Identity Labels for Stigmatized Groups

Esther Uduehi, University of Pennsylvania, USA
Americus Reed, University of Pennsylvania, USA

Read More

Featured

Product Complexity as a Barrier to Consumer Financial Decision-Making

Timothy Dunn, University of Colorado, USA
Philip M. Fernbach, University of Colorado, USA
Ji Hoon Jhang, Oklahoma State University, USA
John Lynch, University of Colorado, 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.