1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Marketing and Sustainability, Aarhus School of Business, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University5 Department of Management, Aarhus BSS, Aarhus University
Studies of 'green' consumer behavior 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 partners' 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. Thus, a gender-based inside-outside division of household responsibilities with regard to pro-environmental practices could be noted. It is suggested that the processes whereby environmentally oriented consumer practices are adopted and transmitted among family members receive closer research attention.
Journal of Consumer Behaviour, 2007, Vol 6, Issue 4, p. 218-235
Family consumption; Gender difference; Green consumption