The dissertation project is dedicated to the relationship between widespread notions of "masculinity" and "femininity" and sustainable clothing consumption. The first step is to determine the extent to which such traditional gender images impede or even prevent the sustainable consumption of clothing. This should be the case if this requires behavior that conflicts with what is considered typical or appropriate for men and women in our society in terms of their respective gender roles. On this basis, recommendations for action for gender-sensitive sustainability marketing will then be derived and empirically tested in terms of their effectiveness, with which sustainable clothing consumption can be promoted despite potentially opposing stereotypes and role expectations.