Gender, distinct from sex, refers to social dimensions of being male or female, encompassing traits, behaviors, and roles deemed typical and/or appropriate for men and women (e.g., long vs. short hair). Although partly rooted in biological differences, they are largely socially constructed and vary across societies and times (Wood & Eagly, 2012). People learn the gendered social norms of their socio-environment during their socialization from parents, peers, and other role models. Typically, they are internalized without active deliberation, which is why they are often erroneously considered “natural”. Because of their pervasiveness and ubiquity in everyday life, gender norms thus significantly influence our identity formation and subsequent self-concept. Consequently, common views of “masculinity” and “femininity” strongly shape our actions, interactions with others, and social (self-)positioning, including consumption patterns and attitudes toward sustainability.