Gender-Related Beliefs, Norms, and the Link With Green Consumption

Abstract

Although extant literature provided abundant evidence that men and women are different in their environmental behaviors, there is a lack of integration of gender differences in green consumption and the underlying mechanism that associates with these disparities. Therefore, to solve this existing gap, the current paper reviewed existing literature on green consumption with threefold purposes. First, presenting an integrated view of gender-different green consumption patterns along with the relationship of gender-related beliefs and individuals’ pro-environmental behavior based on existing evidence. Second, interpreting how gender differences are generated based on the value-belief-norm (VBN) theory, and the theory of social roles. Third, analyzing previous studies, providing implications for future research, and then proposing suggestions for marketing practitioners in the green products industry. Accordingly, this article compared men’s and women’s different behavior in green consumption and discussed how and why they behave differently. Generally, women show a more positive green consumption intention, consume less carbon, and purchase green products more frequently. Whereas men are doing better than women in terms of environmental knowledge, and in some regions, they express higher concerns about environmental problems. It interprets individual differences in green consumption based on VBN theory from a unique insight—gender. It also identified some barriers for both men and women to participate in green consumption, and then proposed several suggestions to improve the public willingness of engaging in green consumption.

Determining factors in shaping the sustainable behavior of the generation Z consumer

“…Regarding the gender-related consumption behaviors, specialists state that there are major differences in terms of attitude, purchasing and consumption behavior between men and women, influenced by marketing practices. Women consciously buy and consume green products more than men, they are receptive to recommendations coming from people they know or from marketing practices of organizations ((Zhao et al, 2021)). At the same time, Generation Z is guided and oriented towards everything that means the digital age, preferring online payments instead of printed invoices, they do not approve of waste, and they are willing to pay extra for the purchase of green products (Ahmad and Omar, 2018).…”

Consumers’ Awareness, Behavior and Expectations for Food Packaging Environmental Sustainability: Influence of Socio-Demographic Characteristics

“…This result is partially in line with the study by Oztekin et al [ 41 ], which showed a greater innate propensity of women to recycle, even if this does not directly translate into actual intentions. Several studies [ 42 , 43 ] confirm this propensity, believing that this is perhaps because women are more environmentally conscious and enact more pro-environmental behaviors involving the management of daily household activities, a greater sense of responsibility to care for others by taking an altruistic and cooperative role, as well as responding more strongly to food security events [ 44 ]. Indeed, females wanted more information on labels regarding the separate collection and recycling methods.…”

Stereotypes, same-sex struggles, and sustainable shopping: intrasexual competition mediates sex differences in green consumption values

“…Although sex differences in green behaviors are often small and cannot always be established (Hand, 2020;Pickering et al, 2022;Phillips and Englis, 2022;Yates et al, 2015), the accumulated evidence still suggests that male consumers are at least slightly less inclined than their female counterparts to communicate values linked to environmentalism through their preferences and purchase patterns (Bloodhart and Swim, 2020;Desrochers and Zelenski, 2022;Kassinis et al, 2016;Zhao et al, 2021). Accordingly, we hypothesize: H1.…”