The Influence of the Green-Feminine Stereotype - Understanding Cis Men’s Motivational Representation and Gender Identity Performance in the Context of Pro-Environmental Consumption

Abstract: The role of gender in shaping attitudes toward pro-environmental consumption is understudied and an enhanced understanding of the issue is called for by multiple scholars. Previous literature point to a green-feminine stereotype in which there is a cognitive link between pro-environmental consumption and femininity. In response, the purpose of this study is to explore how the motivational representation of pro-environmental consumption among male consumers is influenced by the green-feminine stereotype and how pro-environmental consumer behaviour is a performative act of gender identity, demonstrated through the two product categories of fashion and cars. Pro-environmental consumption as a gendered practice is further explored through applying Butler’s (1990) theory of gender performativity. Empirical material was conducted using a qualitative approach through a series of semi-structured in-depth interviews, limited to a purposive sample of Swedish cis men aged 25-65. The three final themes that emerged from the material through thematic analysis were labelled rationality as motivational representation, the paradox of the green-feminine stereotype and the modern man and status. Key findings suggest that male consumers are influenced by the green-feminine stereotype in how their motivational representation of pro-environmental consumption is primarily based on traditionally masculine values in a context that has been associated with femininity. In addition, pro-environmental consumption behaviour has been analysed as a performative act of gender identity, pointing to how disassociation or association with gendered consumer behaviour allows for gender to be practiced and norms to be reproduced.