Sexual selection and sexual conflict theories that explain evolution of sexual behaviour are often an integral part of animal studies investigating diverse research questions, e.g. in behaviour, ecology, physiology and immunology. In plants, however, relatively few studies investigate sexual selection and sexual conflict. In this review we discuss how taking these theories into account can be useful not only for our understanding of plant reproductive strategies but also in related research areas, including i) mechanisms of pollen-pistil interactions, ii) mating-system evolution in hermaphrodites and iii) plant immune responses to pests and pathogens.