Green consumption is associated with femininity. This green‐feminine stereotype has been
accused of deterring men from buying green products to protect their gender identity. Here …

Why are men less likely than women to embrace environmentally friendly products and
behaviors? Whereas prior research attributes this gender gap in sustainable consumption to …

In the pursuit of love, individuals strategically use luxury products to signal status and other
attractive attributes. Might eco-friendly products also signal mate-relevant information? The …

In the context of romantic relationships, partners regularly observe each other's
unsustainable behavior. But how do these unsustainable behaviors influence each member …

Purpose The present study aimed to investigate whether male consumers report weaker
green consumption values than their female counterparts, and whether such a presumed …

Conspicuous conservation refers to pro-environmental activities that are intended as signals
of some attractive quality of the actor. As some of these qualities are desirable in romantic …

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 …

Concern for the environment is widespread and consumers generally hold favorable values
toward green consumption; however, they often struggle to translate these values into actual …

This study of 4077 consumers examines the impact of gender and gender identity on
environmental attitudes and behaviors. We find that, compared to gender, gender identity is …

Purpose–This paper aims to achieve a better understanding of the social dimension
underlying green purchasing behavior by assessing the impact of environmental concern …