Let Hunger Be Your Guide? Being Hungry Before a Meal is Associated with Healthier Levels of Post-Meal Blood Glucose
In: Journal of the Association for Consumer Research, Band 1:1, Heft 2016
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In: Journal of the Association for Consumer Research, Band 1:1, Heft 2016
SSRN
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 38, Heft 6, S. 1022-1029
ISSN: 1537-5277
In: Conflict management and peace science: CMPS ; journal of the Peace Science Society ; papers contributing to the scientific study of conflict and conflict analysis, Band 27, Heft 1, S. 103-105
ISSN: 0738-8942
In: Journal of Consumer Psychology, Forthcoming
SSRN
In: Journal of Consumer Psychology, Forthcoming
SSRN
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 41, Heft 2, S. 526-542
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 38, Heft 3, S. 445-458
ISSN: 1537-5277
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 38, Heft 2, S. 242-259
ISSN: 1537-5277
In: 81(3) The Cambridge Law Journal 524-549 (2022)
SSRN
In: Journal of social service research, Band 15, Heft 1-2, S. 23-39
ISSN: 1540-7314
In: Kenan Institute of Private Enterprise Research Paper No. 19-22
SSRN
Working paper
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 43, Heft 4, S. 567-582
ISSN: 1537-5277
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.