Green consumption is both feminine and masculine—Just ask the androgynous consumer

This study of 4077 consumers examines the impact of gender and gender identity on environmental attitudes and behaviors. We find that, compared to gender, gender identity is consistently a better predictor of the extent to which consumers form pro‐environment attitudes and perform pro‐environment behaviors. Androgynous individuals—those who have both feminine and masculine traits—were of particular interest in this study. Androgynous consumers are the most likely of all gender identity groups to exhibit strong pro‐environment attitudes, subscribe to a more multi‐dimensional set of attitudes, and enact pro‐environment behaviors. Further, we identify two unique dimensions of environmental attitudes—Humans Rule and Do not Fool with Nature—that function as mediators of the influence of androgyny on pro‐environment behaviors.