Gender Bending and Gender Conformity: The Social Consequences of Engaging in Feminine and Masculine Pro-Environmental Behaviors
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DOI: 10.1007/s11199-019-01061-9
Abstract: Although pro-environmental behaviors (PEBs) have been characterized as feminine, some PEBs are masculine suggesting that gender bending (e.g., engaging in pro-environmental behaviors inconsistent with one’s own gender) and gender conformity (e.g., engaging in pro-environmental behaviors… read more here.
Keywords: gender; environmental behaviors; gender bending; conformity ... See more keywords
Consumer Response to Brand Gender Bending: An Integrated Review and Future Research Agenda
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DOI: 10.1177/2278533717692917
Abstract: Abstract In the postmodern era, many marketers have disturbed the strict gender discipline traditionally associated with gendered brands. Marketers are redoing their gender work by blurring the stark distinction between masculine and feminine brands. New… read more here.
Keywords: research; gender; gender bending; consumer ... See more keywords