The Gender of Green: Exploring the Normative Idea of the Green Consumer and Gender Stereotypes in Sustainable Consumption
(2018) BUSN39 20181Department of Business Administration
- Abstract
- Purpose - The purpose of this thesis is to explore the relationship between sustainable consumption and gender identity, with a particular emphasis on femininity, and to establish the normative idea of the green consumer.
Methodology - As part of this thesis, three focus groups were conducted with a total of 19 participants. During the first part of the focus groups, the research aim was disguised in order to openly explore participants’ idea of the green consumer as well as underlying gender identity perceptions. Furthermore, gender stereotypes with regards to green product packing were examined. This was followed by a confrontation with the concept of the green-feminine stereotype and an open debate on its drivers, consequences and... (More) - Purpose - The purpose of this thesis is to explore the relationship between sustainable consumption and gender identity, with a particular emphasis on femininity, and to establish the normative idea of the green consumer.
Methodology - As part of this thesis, three focus groups were conducted with a total of 19 participants. During the first part of the focus groups, the research aim was disguised in order to openly explore participants’ idea of the green consumer as well as underlying gender identity perceptions. Furthermore, gender stereotypes with regards to green product packing were examined. This was followed by a confrontation with the concept of the green-feminine stereotype and an open debate on its drivers, consequences and personal experiences.
Findings - Based on the focus group study, four key insights emerged: (1) It was found that most stereotypical green consumers were not described as having a specific biological sex. However, certain attributes pointed towards a feminine gender identity, while others pointed towards a masculine gender identity of different types of green consumers. (2) Participants associated feminine character traits with male green consumers and masculine character traits with male non-green consumers. (3) Participants acknowledged that several green products seem to be branded in a rather feminine way based on colors, fonts, images, and wording applied to their package design. (4) Nevertheless, most male participants still claimed that they would purchase green products even though these may be perceived as more feminine. Thereby, only limited support of the assumption of previous literature that men feel restrained from consuming green products due to a perceived threat to their gender identity was found. (5) By and large, indicators of a potential change in gender stereotypes with regards to sustainable consumption were observed.
Research Implications - This study demonstrates how deeply ingrained gender stereotypes are in sustainable consumption, thus urging marketers to reflect on the impact of their practices in terms of mirroring or shaping gender stereotypes in sustainable consumption.
Originality/ Value - Firstly, this study establishes the normative idea of the green consumer. Thereby, this study goes beyond analyzing psychographics as drivers of sustainable consumption behavior and an analysis of the green consumer as a human being, thus initiating a third perspective in academic literature on the gender gap in sustainable consumption. Secondly, this study is the first to use a qualitative research method to uncover perceptions, attitudes, and personal experience with regards to the green-feminine stereotype. Finally, this study initiates research on gender stereotypes in sustainable advertisement. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8952532
- author
- Cöster, Lisa LU and Paech, Rebecca LU
- supervisor
- organization
- course
- BUSN39 20181
- year
- 2018
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- gender gap in sustainable consumption, green consumer, femininity, gender stereotypes, green-feminine stereotype
- language
- English
- id
- 8952532
- date added to LUP
- 2018-06-28 14:35:42
- date last changed
- 2018-06-28 14:35:42
@misc{8952532,
abstract = {{Purpose - The purpose of this thesis is to explore the relationship between sustainable consumption and gender identity, with a particular emphasis on femininity, and to establish the normative idea of the green consumer.
Methodology - As part of this thesis, three focus groups were conducted with a total of 19 participants. During the first part of the focus groups, the research aim was disguised in order to openly explore participants’ idea of the green consumer as well as underlying gender identity perceptions. Furthermore, gender stereotypes with regards to green product packing were examined. This was followed by a confrontation with the concept of the green-feminine stereotype and an open debate on its drivers, consequences and personal experiences.
Findings - Based on the focus group study, four key insights emerged: (1) It was found that most stereotypical green consumers were not described as having a specific biological sex. However, certain attributes pointed towards a feminine gender identity, while others pointed towards a masculine gender identity of different types of green consumers. (2) Participants associated feminine character traits with male green consumers and masculine character traits with male non-green consumers. (3) Participants acknowledged that several green products seem to be branded in a rather feminine way based on colors, fonts, images, and wording applied to their package design. (4) Nevertheless, most male participants still claimed that they would purchase green products even though these may be perceived as more feminine. Thereby, only limited support of the assumption of previous literature that men feel restrained from consuming green products due to a perceived threat to their gender identity was found. (5) By and large, indicators of a potential change in gender stereotypes with regards to sustainable consumption were observed.
Research Implications - This study demonstrates how deeply ingrained gender stereotypes are in sustainable consumption, thus urging marketers to reflect on the impact of their practices in terms of mirroring or shaping gender stereotypes in sustainable consumption.
Originality/ Value - Firstly, this study establishes the normative idea of the green consumer. Thereby, this study goes beyond analyzing psychographics as drivers of sustainable consumption behavior and an analysis of the green consumer as a human being, thus initiating a third perspective in academic literature on the gender gap in sustainable consumption. Secondly, this study is the first to use a qualitative research method to uncover perceptions, attitudes, and personal experience with regards to the green-feminine stereotype. Finally, this study initiates research on gender stereotypes in sustainable advertisement.}},
author = {{Cöster, Lisa and Paech, Rebecca}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Gender of Green: Exploring the Normative Idea of the Green Consumer and Gender Stereotypes in Sustainable Consumption}},
year = {{2018}},
}