北京大学国家发展研究院市场营销学助教授马京晶的文章Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption 被营销领域国际顶级刊物Journal of Consumer Research (A+ Journal)正式接受。马京晶老师于2015年在美国西北大学凯洛格商学院市场营销系获取博士学位，2015年7月加入北京大学国家发展研究院。她的主要研究领域是消费者决策与判断，消费者网上购物与眼动分析, 消费者大数据分析。

This research proposes a novel explanation for the well-documented phenomenon that women are more likely than men to engage in environmentally-friendly (“green”) behavior. Whereas prior research attributes this gender gap to personality differences between the sexes, this research argues that it may stem in part from a prevalent association between green behavior and femininity and a corresponding stereotype (held by both men and women) that those who engage in green behavior are more feminine. Building on prior findings that men tend to be more concerned than women with gender identity maintenance, this research further argues that this green-feminine stereotype may motivate men to avoid green behaviors in order to preserve a macho image. In a series of seven studies that include both field and laboratory data, this research demonstrates that an association between greenness and femininity exists for both men and women, and that as a result, both men and women perceive themselves and others as more feminine for engaging in green behavior. However, due to their greater concern with gender identity maintenance, men’s green consumption is more influenced than women’s by gender cues. This research further shows that these effects can be attenuated through masculine affirmation and masculine branding. While prior transformative consumer research has tended to focus on facilitating sustainable consumption through enhancing the appeal of green products or behaviors to consumers, this research differs conceptually in its focus on facilitating sustainable consumption through attenuating consumers’ inhibitions.

马京晶老师