The Green Gender Effect: The Impact of Feminine Gender Attributes on Pro-Environmental Consumer Perceptions
(A2026-133326)

AUTHORS

Bianca Weber, Seeburg Castle University; MAGDALENA BEKK, Seeburg Castle University; Matthias Spörrle, Seeburg Castle University

ABSTRACT

This research investigates the implicit association between gender and environmental perceptions across eight experimental and correlational studies involving brands, countries, political parties, and individuals. Entities with feminine gender attributes are consistently perceived as more pro-environmental. This effect can be explained through higher perceptions of warmth. A single-paper meta-analysis across the eight studies confirms a moderate positive correlation (r = .32, SE = .07, 95% CI [.19, .45], p < .001) between femininity and pro-environmental perceptions while masculinity shows no significant correlation with pro-environmental perception (r = −.04, SE = .067, 95% CI [−.17, .09], p = .584). Practical implications suggest leveraging gendered branding to encourage sustainable consumption while addressing potential biases that discourage male participation in eco-friendly behaviors. Strategies for reducing the association and promoting inclusivity in sustainability are discussed.