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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 personality differences between the sexes, we propose that it may also partially stem from a prevalent association between green behavior and femininity, and a corresponding stereotype (held by both men and women) that green consumers are more feminine. Building on prior findings that men tend to be more concerned than women with gender-identity maintenance, we argue that this green-feminine stereotype may motivate men to avoid green behaviors in order to preserve a macho image. A series of seven studies provides evidence that the concepts of greenness and femininity are cognitively linked and shows that, accordingly, consumers who engage in green behaviors are stereotyped by others as more feminine and even perceive themselves as more feminine. Further, men's willingness to engage in green behaviors can be influenced by threatening or affirming their masculinity, as well as by using masculine rather than conventional green branding. Together, these findings bridge literatures on identity and environmental sustainability and introduce the notion that due to the green-feminine stereotype, gender-identity maintenance can influence men's likelihood of adopting green behaviors.

Drawing upon the identity‐based perspective, the current research focused on the role of affective commitment and future work self salience (FWSS) in the relationship between abusive supervision and job performance. We expected that affective commitment, which represents the organization‐based identities of employees, would mediate the relationship between abusive supervision and job performance. Furthermore, we predicted that employees'FWSS, which represents the ease of construction and clarity of an individual's hoped‐for work‐based identity, would amplify the indirect effect of abusive supervision on job performance via affective commitment. Specifically,FWSSwas expected to play an amplifying role in the abusive supervision–affective commitment path. Based on a sample of 480 salespersons, the results of a 3‐wave study revealed that affective commitment mediated the abusive supervision–sales performance relationship. Moreover, the indirect effect of abusive supervision on sales performance via affective commitment was stronger for employees with higherFWSS. Specifically, the deleterious effect of abusive supervision on affective commitment was amplified byFWSS. This was the case even when emotional exhaustion and leader–member exchange were incorporated as competing mediators. Implications of our findings and future directions are discussed.Practitioner pointsOrganizations should pay greater attention to employees with higherFWSSbecause they are more vulnerable to abusive supervision in terms of their decreased affective commitment and performance.To maintain affective commitment and job performance of employees with higherFWSS, organizations should train leaders to reduce or eliminate abusive behaviours, especially for those leading teams with a majority of high‐FWSSemployees.