The green mate appeal: Men's pro‐environmental consumption is an honest signal of commitment to their partner

Abstract

Green consumption is associated with femininity. This green‐feminine stereotype has been accused of deterring men from buying green products to protect their gender identity. Here, we investigate whether men can benefit from this green‐feminine stereotype, beyond the status effect of green conspicuous consumption. We propose that green consumption can act as a signal of altruism and high commitment both as a partner and as a father. Based on evidence showing that these traits are sought in a long‐term partner, we predict that men can increase their value as long‐term mates by engaging in green consumption. We also investigate whether men involved in a long‐term mating relationship are indeed eco‐friendlier, testing the novel hypothesis that green consumption is an honest signal of commitment. Finally, we specify the type of commitment that is associated with men's green consumption. Across six studies, our findings suggest that green consumption is an honest signal of men's long‐term mating value and that it is a more reliable sign of partner commitment than of father commitment. We discuss how companies and governments can use these findings to increase green consumption among men.

Motivating recycling behavior—Which incentives work, and why?

“…In contrast, nonfinancial rewards would lead consumers to focus on the normative level (Mehta et al, 2017), such as the obligation to make contribution to the environment. Some scatter evidences also gave support to the feelings of consumers when they performing an environmental behavior, such warm‐glowing (Andreoni, 1990), social norms (Halvorsen, 2008) and commitment (Borau et al, 2021). Most inner feelings are related to the contribution to the environment.…”

Evolutionary psychology in marketing: Deep, debated, but fancier with fieldwork

“…Relatedly, inspection of the dependent variables across the empirical studies in this special issue reveals that all except two ( n = 25; 92.59%) have relied on self‐reported preferences, perceptions, attitudes, intentions, or other similar measures as the principal outcomes. The remaining two studies focused either on hypothetical choice (King & Auschaitrakul, 2021; Study 1) or self‐reported behavior (Borau et al, 2021; Study 5). Evidently, as illustrated in the right‐hand column of Table 1, the number of studies capturing real, observable behavior equals zero (0%).…”

“…Finally, to promote methodological pluralism, future EP‐based articles in the consumption domain may benefit from mixing methods more than what is currently the case. Of the empirical articles included in this special issue, experiments clearly constitute the norm, with only two studies without random assignment of participants into different experimental conditions (Borau et al, 2021; Study 5; Nepomuceno et al, 2021; Study 1) and one qualitative study based on interviews (Russell et al, 2021; Study 1) among the total number of 27 studies. Similarly, given the increased feasibility of capturing physiological processes through hormones, neurotransmitters, and neuropeptides (e.g., testosterone, estrogen, progesterone, cortisol, dopamine, serotonin, and oxytocin), a fruitful avenue for future EP‐based consumer research would be to more objectively measure such physiological factors and examine their roles in shaping cognition, emotion, and behavior.…”

“…Borau et al (2021) examine whether men can benefit from buying eco‐friendly products, despite prior research documenting that green consumption is associated with femininity and that men, therefore, may be motivated to avoid such purchases (e.g., Brough et al, 2016). In a series of studies, Borau et al (2021) test whether men's proenvironmental consumption acts as an honest signal of altruism, commitment as a partner and father, and mate value in short‐ and long‐term mating contexts (for a similar investigation, see Palomo‐Vélez et al, 2020).…”

“…This theme focuses on fundamental human motives linked mate attraction (Griskevicius et al, 2007;Hill et al, 2012;Otterbring, 2018;Sundie et al, 2011), the need to belong (Baumeister & Leary, 1995;Escalas & Bettman, 2017;Gangadharbatla, 2008;Thomas & Saenger, 2020), and consumption responses with a particular prosocial connotation, such as green consumption, recycling, food sharing, and charitable giving (Griskevicius et al, 2010;Hibbert & Horne, 1996;Oskamp et al, 1991;Puska et al, 2016;Tanner & Wölfing Kast, 2003). Borau et al (2021) examine whether men can benefit from buying eco-friendly products, despite prior research documenting that green consumption is associated with femininity and that men, therefore, may be motivated to avoid such purchases (e.g., Brough et al, 2016). In a series of studies, Borau et al 2021 Across three studies, they elucidate key hurdles for products made from used recycled bottles, including contamination perceptions and people's disgust sensitivity.…”