Green Paradox by Gender

Abstract

This study aimed to obtain the findings, whether the attitude of acceptance, environmental awareness, knowledge about the benefits of green products have an impact on the intention to buy green products, or do not have an impact and even tend to be ignored (green paradox). This study involved 204 respondents using subgroup regression techniques to analyze the results. The findings of this study were the green paradox based on gender, including (1) The attitude of male and female gender acceptance towards green products did not affect the intention to buy green products; (2) Environmental awareness of male or female did not affect the purchase intention of green products; (3) The attitude of acceptance and environmental knowledge of males did not affect the intention to purchase green products. With the increasing of acceptance, knowledge, and care for the environment, it should encourage the desire to consume green products in order to maintain human health and long-term environmental sustainability. However, this research findings showed the opposite results, especially for males.