The green-feminine stereotype and its effect on sustainable consumption

Journal of Consumer Research

Volumn 43, Issue 4, 2016, Pages 567-582

  Brough, Aaron R ^a   Wilkie, James E B ^b   Ma, Jingjing ^c   Isaac, Mathew S ^d   Gal, David ^e  

^a UTAH STATE UNIVERSITY   (United States)

^b UNIVERSITY OF NOTRE DAME   (United States)

^c PEKING UNIVERSITY   (China)

^d SEATTLE UNIVERSITY   (United States)

^e UNIVERSITY OF ILLINOIS AT CHICAGO   (United States)

Author keywords

Environmental sustainability; Gender identity maintenance; Green marketing; Motivated consumption; Stereotypes

Indexed keywords

EID: 85014725743     PISSN: 00935301     EISSN: None     Source Type: Journal    
DOI: 10.1093/jcr/ucw044     Document Type: Article

References (76)

1. Aubé, Jennifer and Richard Koestner (1992), "Gender Characteristics and Adjustment: A Longitudinal Study," Journal of Personality and Social Psychology, 63 (3), 485-93.
2. Avery, Jill (2012), "Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending," International Journal of Research in Marketing, 29(4), 322-36.
3. Bem, Sandra L. (1981), "Gender Schema Theory: A Cognitive Account of Sex Typing," Psychological Review, 88 (4), 354-64.
4. Bennett, Graceann and Freya Williams (2011), "Mainstream Green: Moving Sustainability From Niche to Normal," http://assets.ogilvy.com/truffles_email/ogilvyearth/Mainstream_Green.pdf.
5. Berger, Jonah and Chip Heath (2007), "Where Consumers Diverge from Others: Identity Signaling and Product Domains," Journal of Consumer Research, 34(2), 121-34.
6. Berger, Jonah and Chip Heath (2008), "Who Drives Divergence? Identity Signaling, Outgroup Dissimilarity, and the Abandonment of Cultural Tastes," Journal of Personality and Social Psychology, 95 (3), 593-607.
7. Berger, Jonah and Lindsay Rand (2008), "Shifting Signals to Help Health: Using Identity Signaling To Reduce Risky Health Behaviors," Journal of Consumer Research, 35 (3), 509-18.
8. Bosson, Jennifer K. and Kenneth S. Michniewicz (2013), "Gender Dichotomization at the Level of Ingroup Identity: What It Is, and Why Men Use It More Than Women," Journal of Personality and Social Psychology, 105 (3), 425-42.
9. Branscombe, Nyla R., Russell Spears, Naomi Ellemers, and Bertjan Doosje (2002), "Intragroup and Intergroup Evaluation Effects on Group Behavior," Personality and Social Psychology Bulletin, 28 (6), 744-53.
10. Branscombe, Nyla R., Daniel L. Wann, Jeffrey G. Noel, and Jason Coleman (1993), "In-Group or Out-Group Extremity: Importance of the Threatened Social Identity," Personality and Social Psychology Bulletin, 19 (4), 381-88.
11. Calder, Bobby J. and Robert E. Burnkrant (1977), "Interpersonal Influence on Consumer Behavior: An Attribution Theory Approach," Journal of Consumer Research, 4 (1), 29-38.
12. Carter, D. Bruce and Laura A. McCloskey (1984), "Peers and the Maintenance of Sex-Typed Behavior: The Development of Children's Conceptions of Cross-Gender Behavior in Their Peers," Social Cognition, 2 (4), 294-314.
13. Corbett, Greville (1991), Gender, Cambridge, MA: Cambridge University Press.
14. Cottrell, Stuart P. (2003), "Influence of Sociodemographics and Environmental Attitudes on General Responsible Environmental Behavior Among Recreational Boaters," Environment and Behavior, 35 (3), 347-75.
15. Davidson, Debra J. and Wiluam R. Freudenburg (1996), "Gender and Environmental Risk Concerns: A Review and Analysis of Available Research," Environment and Behavior, 28 (3), 302-39.
16. Davies, Jim (2002), "Judgment Hot Type: Can Typography and Sex Live Together?" Design Week, 17 (49), 23-24.
17. Dietz, Thomas, Linda Kalof, and Paul C. Stern (2002), "Gender, Values, and Environmentalism," Social Science Quarterly, 83 (1), 353-64.
18. Eisler, Anna D. and Hannes Eisler (1994), "Subjective Time Scaling: Influence of Age, Gender, and Type A and Type B Behavior," Chronobiologia, 21 (3-4), 185-200.
19. Englis, Basil G. and Michael R. Solomon (1995), "To Be and Not to Be: Lifestyle Imagery, Reference Groups, and the Clustering of America," Journal of Advertising, 24 (1), 13-28.
20. Escalas, Jennifer Edson and James R. Bettman (2003), "You Are What They Eat: The Influence of Reference Groups on Consumers' Connections to Brands," Journal of Consumer Psychology, 13 (3), 339-18.
21. Escalas, Jennifer Edson and James R. Bettman (2005), "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, 32 (3), 378-89.
22. Fischer, Eileen and Stephen J. Arnold (1994), "Sex, Gender Identity, Gender Role Attitudes, and Consumer Behavior," Psychology and Marketing, 11 (2), 163-83.
23. Fugate, Douglas L. and Joanna Phillips (2010), "Product Gender Perceptions and Antecedents of Product Gender Congruence," Journal of Consumer Marketing, 27 (3), 251-61.
24. Gal, David (2015), "Identity-Signaling Behavior," in The Cambridge Handbook of Consumer Psychology, ed. Michael I. Norton, Derek D. Rucker, and Cait Lamberton, New York: Cambridge University Press, 257-81.
25. Gal, David and James Wilkie (2010), "Real Men Don't Eat Quiche Regulation of Gender-Expressive Choices by Men," Social Psychological and Personality Science, 1 (4), 291-301.
26. Gilligan, Carol (1982), In a Different Voice: Psychological Theory and Women's Development, Cambridge, MA: Harvard University Press.
27. Goldstein, Noah J., Robert B. Cialdini, and Vladas Griskevicius (2008), "A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels," Journal of Consumer Research, 35 (3), 472-82.
28. Greenwald, Anthony G., Debbie E. McGhee, and Jordan LK Schwartz (1998), "Measuring Individual Differences in Implicit Cognition: The Implicit Association Test," Journal of Personality and Social Psychology, 74 (6), 1464-80.
29. Greenwald, Anthony G., Brian A. Nosek, and Mahzarin R. Banaji (2003), "Understanding and Using the Implicit Association Test: I. An Improved Scoring Algorithm," Journal of Personality and Social Psychology, 85 (2), 197-216.
30. Griskevicius, Vladas, Joshua M. Tybur, and Bram Van den Bergh (2010), "Going Green to Be Seen: Status, Reputation, and Conspicuous Conservation," Journal of Personality and Social Psychology, 98 (3), 392-404.
31. Hayes, Andrew F. (2013), Introduction to Mediation, Moderation, and Conditional Process Analysis, New York: Guilford Press.
32. Hepler, Justin and Dolores Albarracin (2013), "Attitudes Without Objects: Evidence for a Dispositional Attitude, Its Measurement, and Its Consequences," Journal of Personality and Social Psychology, 104 (6), 1060-76.
33. Herek, Gregory M. (2000), "Sexual Prejudice and Gender: Do Heterosexuals' Attitudes Toward Lesbians and Gay Men Differ?" Journal of Social Issues, 56 (2), 251-66.
34. Higgins, E. Tory (1987), "Self-Discrepancy: A Theory Relating Self and Affect," Psychological Review, 94 (3), 319-40.
35. Hoffman, Rose Marie and L. DiAnne Borders (2001), "Twenty Five Years After the Bem Sex-Role Inventory: A Reassessment and New Issues Regarding Classification Variability," Measurement and Evaluation in Counseling and Development, 34 (1), 39-55.
36. Holt, Cheryl L. and Jon B. Ellis (1998), "Assessing the Current Validity of the Bem Sex-Role Inventory," Sex Roles, 39 (11-12), 929-41.
37. Jung, Kiju, Sharon Shavitt, Madhu Viswanathan, and Joseph M. Hilbe (2014), "Female Hurricanes Are Deadlier Than Male Hurricanes," Proceedings of the National Academy of Sciences, 111 (24), 8782-87.
38. Kallgren, Carl A., Raymond R. Reno, and Robert B. Cialdini (2000), "A Focus Theory of Normative Conduct: When Norms Do and Do Not Affect Behavior," Personality and Social Psychology Bulletin, 26 (8), 1002-12.
39. Karpinski, Andrew and Ross B. Steinman (2006), "The Single Category Implicit Association Test as a Measure of Implicit Social Cognition," Journal of Personality and Social Psychology, 91 (1), 16-32.
40. Kidwell, Blair, Adam Farmer, and David M. Hardesty (2013), "Getting Liberals and Conservatives to Go Green: Political Ideology and Congruent Appeals," Journal of Consumer Research, 40 (2), 350-67.
41. Koppel, Moshe, Shlomo Argamon, and Anat Rachel Shimoni (2002), "Automatically Categorizing Written Texts by Author Gender," Literary and Linguistic Computing, 17 (4), 401-12.
42. Langlois, Judith H. and A. Chris Downs (1980), "Mothers, Fathers, and Peers as Socialization Agents of Sex-Typed Play Behaviors in Young Children," Child Development, 51 (4), 1237-47.
43. Lee, Julie Anne and Stephen JS Holden (1999), "Understanding the Determinants of Environmentally Conscious Behavior," Psychology and Marketing, 16 (5), 373-92.
44. Levin, Gary (1990), "Consumers Turning Green: JWT Survey," Advertising Age, 61 (12), 3-7.
45. Maass, Anne, Mara Cadinu, Gaia Guarnieri, and Annalisa Grasselli (2003), "Sexual Harassment Under Social Identity Threat: The Computer Harassment Paradigm," Journal of Personality and Social Psychology, 85 (5), 853-70.
46. Martin, Carol Lynn (1990), "Attitudes and Expectations About Children with Nontraditional and Traditional Gender Roles," Sex Roles, 22 (3-4), 151-66.
47. Mazar, Nina and Chen-Bo Zhong (2010), "Do Green Products Make Us Better People?" Psychological Science, 21 (4), 494-98.
48. McCreary, Donald R. (1994), "The Male Role and Avoiding Femininity,"Sex Roles, 31 (9-10), 517-31.
49. McFerran, Brent, Darren W. Dahl, Gavan J. Fitzsimons, and Andrea C. Morales (2010), "I'll Have What She's Having: Effects of Social Influence and Body Type on the Food Choices of Others," Journal of Consumer Research, 36 (6), 915-29.
50. Moisio, Risto, Eric J. Arnould, and James W. Gentry (2013), "Productive Consumption in the Class-Mediated Construction of Domestic Masculinity: Do-It-Yourself (DIY) Home Improvement in Men's Identity Work," Journal of Consumer Research, 40 (2), 298-316.
51. Moller, Lora C., Shelley Hymel, and Kenneth H. Rubin (1992), "Sex Typing in Play and Popularity in Middle Childhood," SexRoles, 26 (7-8), 331-53.
52. Munsch, Christin (2012), "Gender Identity Threat and Compensation in Young American Men," http://hdl.handle.net/1813/31408.
53. Newman, George E., Margarita Gorlin, and Ravi Dhar (2014), "When Going Green Backfires: How Firm Intentions Shape the Evaluation of Socially Beneficial Product Enhancements," Journal of Consumer Research, 41 (3), 823-39.
54. Palan, Kay M. (2001), "Gender Identity in Consumer Behavior Research: A Literature Review and Research Agenda," Academy of Marketing Science Review, 10, 1-31.
55. Quillian, Lincoln (1995), "Prejudice as a Response to Perceived Group Threat: Population Composition and Anti-immigrant and Racial Prejudice in Europe," American Sociological Review, 60 (4), 586-611.
56. Raty, Riitta and A. Carlsson-Kanyama (2010), "Energy Consumption by Gender in Some European Countries," Energy Policy, 38 (1), 646-49.
57. Rozin, Paul, Julia M. Hormes, Myles S. Faith, and Brian Wansink (2012), "Is Meat Male? A Quantitative Multimethod Framework to Establish Metaphoric Relationships," Journal of Consumer Research, 39 (3), 629-43.
58. Schmitt, Michael T. and Nyla R. Branscombe (2001), "The Good, the Bad, and the Manly: Threats to One's Prototypicality and Evaluations of Fellow In-group Members," Journal of Experimental Social Psychology, 37 (6), 510-17.
59. Spence, Janet T. (1985), "Gender Identity and Its Implications for the Concepts of Masculinity and Femininity," Psychology and Gender, 32, 59-96.
60. Stafford, Edwin R. and Cathy L. Hartman (2012), "Making Green More Macho," Solutions Journal, 3 (4), 25-29.
61. Stoeffel, Kat (2014), "Nation's Masculinity Intact Thanks to Coke for 'Bros'," http://nymag.com/thecut/2014/08/nations-masculinity-intact-with-bros-coke.html.
62. Tajfel, Henri and John C. Turner (1986), "The Social Identity Theory of Intergroup Behavior," in The Psychology of Intergroup Relations, ed. Stephen Worshel and William G. Austin, Chicago: Nelson-Hall, 276-93.
63. Tavris, Carol (1999), "The Science and Politics of Gender Research: The Meanings of Difference," Gender and Motivation, 45, 1-24.
64. Tight, Daniel (2006), "The Relationship Between Perceived Gender in L1 English and Grammatical Gender in L2 Spanish," in Selected Proceedings of the 7th Conference on the Acquisition of Spanish and Portuguese as First and Second Languages, Somerville, MA: Cascadilla Proceedings, 149-60.
65. Tiller, LLC (2014), "Nationwide Survey Finds: Americans Believe Environmental Issues Pose Greater Long-Term Threat to Their Health and Well-Being Than Terrorism or Global Epidemics Like Ebola," http://www.prnewswire.com/news-releases/nationwide-survey-finds-americans-believe-environmental-issues-pose-greater-long-term-threat-to-their-health-and-well-being-than-terrorism-or-global-epidemics-like-ebola-300014118.html.
66. Trudel, Remi, Jennifer J. Argo, and Matthew D. Meng (2016), "The Recycled Self: Consumers' Disposal Decisions of Identity-Linked Products," Journal of Consumer Research, 43 (2), 246-64.
67. Turner, John C. and Penelope J. Oakes (1986), "The Significance of the Social Identity Concept for Social Psychology with Reference to Individualism, Interactionism and Social Influence," British Journal of Social Psychology, 25 (3), 237-52.
68. Wang, Jing, Rui Zhu, and Baba Shiv (2012), "The Lonely Consumer: Loner or Conformer?" Journal of Consumer Research, 38 (6), 1116-28.
69. Watson, Carol (1994), "Gender Differences in Negotiating Behavior and Outcomes: Fact or Artifact," in Conflict and Gender, ed. Anita Taylor and Judi Beinstein Miller, Cresskill, NJ: Hampton Press, 191-210.
70. White, Katherine and Jennifer J. Argo (2009), "Social Identity Threat and Consumer Preferences," Journal of Consumer Psychology, 19 (3), 313-25.
71. White, Katherine, Jennifer J. Argo, and Jaideep Sengupta (2012), "Dissociative Versus Associative Responses to Social Identity Threat: The Role of Consumer Self-Construal," Journal of Consumer Research, 39 (4), 704-19.
72. White, Katherine and Darren W. Dahl (2006), "To Be or Not Be? The Influence of Dissociative Reference Groups on Consumer Preferences," Journal of Consumer Psychology, 16 (4), 404-14.
73. White, Katherine and Darren W. Dahl (2007), "Are All Out-Groups Created Equal? Consumer Identity and Dissociative Influence," Journal of Consumer Research, 34 (4), 525-36.
74. Wolin, Lori D. (2003), "Gender Issues in Advertising-An Oversight Synthesis of Research: 1970-2002," Journal of Advertising Research, 43 (1), 111-29.
75. Zelezny, Lynnette C., Poh-Pheng Chua, and Christina Aldrich (2000), "Elaborating on Gender Differences in Environmentalism," Journal of Social Issues, 56(3), 443-58.
76. Zuckerman, Marvin and D. Michael Kuhlman (2000), "Personality and Risk-Taking: Common Bisocial Factors,"Journal of Personality, 68 (6), 999-1029.