Gender Differences in Pro‐Environmental Intentions: A Cross‐National Perspective on the Influence of Self‐Enhancement Values and Views on Technology*

Abstract

While many studies have addressed the complex relationship between gender and environmental constructs, few have attempted to determine just how gender influences environmentalism. We argue that the interaction of gender with other sociocultural variables must be examined. Our study includes two of these variables: technological values and self‐enhancement values. Study results indicate that the effect of gender on environmental intentions is moderated by these two variables. This is established in a multicountry study of college students in the United States, Canada, and Germany. In examining willingness to change consumption behaviors, when controlling for self‐enhancement or technological values, the gender effect holds only when there are high scores for the other variable. When technological or self‐enhancement scores are low, men and women are equally willing to change their intentions. The gender by technology effect was moderated somewhat by country. Thus, gender alone does not function independently in its impact on respondents’ willingness to change consumption behaviors. The study results have implications for future research on the relationship between gender and environmentalism and for environmental education efforts.

Effects of Green Self-Identity and Cognitive and Affective Involvement on Patronage Intention in Eco-Friendly Apparel Consumption: A Gender Comparison

“…While these theories suggest higher eco-attitude levels for women compared to men, a few research studies have found the opposite results and showed that men have a higher positive eco-attitude and concern compared to women [60,61]. Men can also be highly involved with pro-environmental behavior and have a high level of environmental attitude and concern.…”

The Impact of Environment Concern and Attitude on Green Purchasing Behavior: Gender as The Moderator

“…Some scholars claim that value orientation accounts for the gender differences in environmental concern (Stern et al, 2005). Other sociobiological theories explain that the reproductive-roles of females set the context for caring for others, and position females in closer with concerns about environmental deprivation (Pettus, 1997;Mobley & Kilbourne, 2013). Even though there are many studies investigating the influence of gender on green behavior, a consensus has not been reached (Akehurst, Afonso, & Gonçalves, 2012).…”

“…Furthermore, female college students ranked the environmental certification of a wooden CD rack as a more important attribute compared to other attributes, such as wood type, price and storage size, when compared to males (Anderson & Hansen, 2004). On the other hand, recent studies claimed it is still unclear whether females or males are more environmental motivated (Mobley & Kilbourne, 2013;Xiao & Hong, 2010).…”

“…Eagly (2013) identified that females are more likely to be concerned about others' welfare as compared to males. The base of gender differences in environmental behavior may be due to one's attention to values and information, particularly when considering the degree of concern for others, including humans, other species and the environment (Mobley & Kilbourne, 2013). In turn, such values are the outcome of one's life experience and socialization (Dietz, Kalof, & Stern 2002;Zelezny, Chua, & Aldrich 2000).…”

“…Lebanese females are now more likely to be independent and competitive, even with males. Due to the changing roles of men and women in the workplace and at home, there is more need to examine the gender effects on environmental attitude and behaviors (Mobley & Kilbourne, 2013).The moderating effect of gender on factors related to green purchasing behavior should be examined because results will help us not only to differentiate between female and male tendencies but also give us a better understanding of the source of these differences. Davidson and Freudenberg (1996) stated that gender differences in environmentalism are not universal.…”