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Bridging the gendered green GAP: targeted marketing strategies to promote sustainable consumption among men
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| 2.75 MB | Adobe PDF |
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This study examines how functional benefits messaging influences men’s willingness to pay (WTP) and purchase intentions for sustainable products, and whether perceived masculinity threat mediates these effects. Using a between-subjects experimental design with 110 male
participants and a reusable carryall bag as the stimulus, results show functional messaging significantly increased WTP (M = 13.36, SD = 9.02) compared to control (M = 7.69, SD = 4.96), but did not impact purchase intentions. Mediation analysis found no significant role for perceived masculinity threat. These findings highlight the effectiveness of functional appeals in enhancing perceived value, providing insights for promoting sustainable consumption among men.
Descrição
Palavras-chave
Gendered green Gap Masculinity threat Functional benefits messaging Eco-friendly marketing ustainability strategies Sustainable consumption