Going green for self or for others? Gender and identity salience effects on sustainable consumption

Abstract

The aim of this study is to explore the effects of gender and salient identity on sustainable consumption. In particular, this research investigates how gender effects on sustainable consumption may be contingent to the identity that is salient to the consumer during the evaluation process (personal vs. social). According to identity‐based motivation theory, the salience of personal identity means that people temporarily think about themselves as individuals, whereas social identity salience means that people see themselves as part of a group. The results from an experimental study indicated that when personal identity was salient, female participants declared higher levels of sustainable consumption compared with male participants. However, when social identity was salient, male participants increased their sustainable consumption intentions to the same level as female participants. Finally, this research discusses the theoretical and managerial implications on identities, gender and sustainable consumption.

How do I see myself? A systematic review of identities in pro‐environmental behaviour research

“…PEB‐place identity theory focusses on how people see themselves based on a specific place's identity. These distinctions, individually‐ (“personal identity”; Costa‐Pinto et al, ), group‐ (“social identity”; Costa‐Pinto et al, ), and place‐focused (“place identity‐affect to Point Pelee national park”; Halpenny, ) identity types, were reflected in these 99 different identities and may explain why we did not always find significant results.…”

“…The first reason is because each person has more than one identity present in any given situation (individually‐/group‐/place‐focused; Halpenny, ; Murtagh et al, ; Stryker & Burke, ). Second is the hierarchy of salience, whereby these identities are not equally ordered in mind (Costa‐Pinto et al, , ; Eagly & Chaiken, ; Murtagh et al, ; Stryker & Burke, ). Third is competing identities, whereby these identities have different foci and might not be aligned with each other (Eagly & Chaiken, ; Stryker & Burke, ).…”

“…For example, actual behaviour is less likely to occur when people identify relatively weak with a group or place. Yet despite such relatively weak identities, behaviour might occur if the relevant group or place is physically present (Costa‐Pinto et al, , ; Kudryavtsev et al, ). That is, the presence of the group or place may function as a cue, or “make salient”, the relevant identity.…”

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

“…Several theories have been used to explain the difference. Gender socialization theory suggests that "individuals are shaped by gender expectation within the context of cultural norms" [57] (p. 445). As a result, men and women behave in certain ways to meet these social expectations.…”

“…As a result, men and women behave in certain ways to meet these social expectations. Studies explain women's pro-environmental attitude and behavior as due to the fact that women are considered to be more expressive, compassionate, nurturing, altruistic, as well as caregiving [57,58]. The other theoretical stream, sociobiological theories, accounts for women's pro-environmental attitude from the prism of the inherent biological role [47].…”