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Addressing femininity in green consumption : an experimental study on how degrees of feminine communication affect purchase intention for green products

Pehrson, Julie Sofie; Risan, Astrid Holm
Master thesis
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URI
http://hdl.handle.net/11250/2611964
Date
2019
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  • Master Thesis [4657]
Abstract
The purpose of this study is to investigate how different degrees of feminine communication

can have an impact on purchase intention for green products and whether this can be

mediated by perceived effectiveness. The thesis addresses femininity as a potential barrier

for green consumption, and seeks to eliminate this barrier by using masculine

communication to enhance a preference for green products. An artificial field experiment is

conducted to gather primary data for the analysis. The study aims to explain how different

degrees of feminine communication presented on a drain opener would impact the purchase

intention towards a green product. The model seeks to explain whether this causal

relationship is mediated by perceived effectiveness, and if this indirect relationship is

moderated by gender. An indirect effect was found between highly masculine

communication and feminine communication, through perceived effectiveness, affecting the

purchase intention for the green product. The study did not succeed to manipulate the stimuli

presented to being sufficiently different in perceived femininity, and cannot determine

whether the findings exist as a result of different degrees of femininity.

Keywords: Green Products, Environmentally Friendly, Greenness, Feminine

Communication, Masculine Communication, Effectiveness, Gender, Brand Gender, Green

Product Attributes.

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