1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 Marketing and Sustainability, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
Studies of "green" consumer behaviour have often reported differences in male and female environmental concern and participation. This paper looks into the nature of such differences within the family. Husband-wife differences with regard to family participation in a number of environmentally significant consumption issues were explored in a qualitative study including 30 couples with children. The couples' responses to the issues did not differ much. Nevertheless, the participants perceived the differences between themselves and their partner to be rather large. A number of reasons for this could be discerned. Most notably, the division of household and consumption roles within families often made sub-activities of pro-environmental practices the prime responsibility of either one of the partners. This division was, however, not always fully recognized by both partners. It is suggested that the processes whereby environmentally oriented consumer practices are adopted and transmitted among family members receive closer research attention.