Addressing the eco-gender gap in men through power and sustainability self-efficacy

It is in society's best interest for people to consume sustainably. However, some consumers are less likely to do so, with men (vs. women) being more resistant to engaging in sustainable consumption. This research explores this eco-gender gap by identifying methods to improve men's responses (brand attitudes and self-brand connections) to sustainable brands. Three experiments demonstrate that men (self-identified) respond more favorably to sustainable brands when they feel powerful or have a sense of sustainability self-efficacy, meaning they believe their sustainable actions can have a positive societal impact. Study 1 finds that men respond more favorably to sustainable brands when experiencing a high (vs. low) sense of power, and this is mediated by their perceptions of sustainability self-efficacy. Study 2 demonstrates that a high (vs. low) sense of sustainability self-efficacy increases men's responses to sustainable brands even when their sense of power is low. Study 3 confirms that the positive effect of power on men's responses to sustainable brands only emerges for sustainable, not conventional brands. These findings indicate that promoting sustainable consumption among men should focus on making them feel powerful and/or capable of making a positive societal impact.