TY - CHAP

T1 - Exploring Gender Stereotypes and Gender Role Expectations in Clothing Consumption

AU - Wallaschkowski, Stephan

AU - Niehuis, Elena

AU - Bekmeier-Feuerhahn, Sigrid

AU - Stark, Susanne

N1 - Conference code: 43

PY - 2018

Y1 - 2018

N2 - The textile industry causes grave socio-ecological problems. Macromarketing is therefore increasingly concerned with sustainable clothing consumption. However, although marketing research unveils that measures for altering consumer behavior must be segment-specific to succeed, and despite the fact that men and women differ remarkably in their consumption patterns, gender is mostly disregarded in this area yet. Gender studies reveal that biological arguments are insufficient to explain gendered behavior. It also stems from common conceptions in terms of typical ‘masculine’ and ‘feminine’ characteristics. Such stereotypes are crucial personal and social norms for peoples’ actions and may prevent sustainable consumption patterns if not suitable for the individual gender role. To explore this issue for attire we conducted focus groups with male and female consumers from Germany. Results indicate that gender stereotypes do indeed impose distinct sustainability barriers on the sexes. Accordingly, a gender-sensitive approach to the promotion of sustainable apparel consumption is needed. Moreover, our results show that a mitigation of classic gender clichés does not only support gender equality but also contributes to the dissemination of sustainable consumption practices. A hitherto unnoticed challenge in this regard though, is a current shift in the male role model, which may have severe consequences for sustainability.

AB - The textile industry causes grave socio-ecological problems. Macromarketing is therefore increasingly concerned with sustainable clothing consumption. However, although marketing research unveils that measures for altering consumer behavior must be segment-specific to succeed, and despite the fact that men and women differ remarkably in their consumption patterns, gender is mostly disregarded in this area yet. Gender studies reveal that biological arguments are insufficient to explain gendered behavior. It also stems from common conceptions in terms of typical ‘masculine’ and ‘feminine’ characteristics. Such stereotypes are crucial personal and social norms for peoples’ actions and may prevent sustainable consumption patterns if not suitable for the individual gender role. To explore this issue for attire we conducted focus groups with male and female consumers from Germany. Results indicate that gender stereotypes do indeed impose distinct sustainability barriers on the sexes. Accordingly, a gender-sensitive approach to the promotion of sustainable apparel consumption is needed. Moreover, our results show that a mitigation of classic gender clichés does not only support gender equality but also contributes to the dissemination of sustainable consumption practices. A hitherto unnoticed challenge in this regard though, is a current shift in the male role model, which may have severe consequences for sustainability.

KW - Management studies

KW - sustainability marketing

KW - sustainable clothing consumption

KW - gender

KW - stereotypes

KW - gender role expectations

KW - focus groups

KW - sustainability marketing

KW - sustainable clothing consumption

KW - gender

KW - stereotypes

KW - gender role expectations

KW - focus groups

M3 - Published abstract in conference proceedings

SP - 642

EP - 643

BT - Conference Proceedings Macromarketing Conference 2018

PB - Universität Leipzig

CY - Leipzig

Y2 - 9 July 2018 through 12 July 2018

ER -