Presentation Schedule
The Role of Self-Identity in Explaining the Gender Gap in Environmental Engagement (101036)
Session Chair: Alexandra Lysova
Thursday, 26 March 2026 15:35
Session: Session 4
Room: Room 703 (7F)
Presentation Type: Oral Presentation
The primary value of this research endeavor was to scrutinize a psychological factor, self-identity, that contributed to the gender disparity observed in sustainable behavior. As the threat posed by ecologically damaging activities grows, it becomes increasingly significant to develop strategies to encourage eco-friendly behavior. Although most people look to accept a pro-environmental viewpoint and concern for environmental issues, the actual performance of sustainable actions is not very promising, which might even result from personal psychological characteristics, e.g., gender. We conducted Study 1, a survey that provides empirical evidence of the difference in eco-friendly behavior intention between men and women. Prior research has indicated the existence of a gender gap in environmental sustainability, but the underlying causes have not been fully elucidated. This research posited that women are more likely than men to embrace sustainable practices, and this proclivity may, in part, be elucidated by the presence of a correspondence between eco-friendly behavior intention and femininity. The association has the potential to pose a challenge to men’s gender identity. According to the result of Study 1, we consider that gender identity may be important towards environmental self-identity and eco-friendly behavior intention. Then, Study 2 was conducted and finds that gender identity affects both environmental self-identity and eco-friendly behavior intention, and suggests that specific gender cues (e.g., those that affirm an individual’s masculine identity) are more likely to increase men’s (vs. women’s) environmental self-identity and willingness to engage in green behaviors due to the men’ stronger desire towards gender identity maintenance.
Authors:
Chyi Jaw, National Yunlin University of Science and Technology, Taiwan
Han-Yu Hsieh, National Yunlin University of Science and Technology, Taiwan
Jie-Shin Lee, KPMG in Taiwan, Taiwan
About the Presenter(s)
Dr. Chyi Jaw is a Professor of Marketing at National Yunlin University of Science and Technology in Taiwan.
Connect on Linkedin
https://www.linkedin.com/in/chyi-jaw-00691461/
Connect on ResearchGate
https://www.researchgate.net/profile/Chyi-Jaw
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