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Are Green Innovations Gender Sensitive? The Effect of Promoting Inventor Gender on Green Innovation Purchase Intentions

Author

Listed:
  • Cristobal Barra
  • Ignacio Vargas
  • Kealy Carter

Abstract

Promoting the gender of inventors in advertising can shape consumer preferences for green innovations. This research examines how highlighting a woman inventor enhances purchase intentions for environmentally friendly products by leveraging warmth perceptions. Across four experimental studies (n = 986), we demonstrate that the perceived warmth of woman inventors transfers to green products, significantly improving their appeal. The findings confirm this effect across two product categories (reusable packaging and face masks) and identify warmth as the mediating factor. Unlike previous studies that have focused on product‐ or firm‐level attributes, our research highlights the role of individual‐level cues, such as inventor gender, influencing consumer behavior. Furthermore, we discuss practical applications, including the alignment of marketing strategies with societal trends toward gender inclusivity and sustainability. By extending the stereotype content model to product‐level evaluations, this study contributes novel insights into the interplay of gender stereotypes, consumer behavior, and sustainable marketing.

Suggested Citation

  • Cristobal Barra & Ignacio Vargas & Kealy Carter, 2026. "Are Green Innovations Gender Sensitive? The Effect of Promoting Inventor Gender on Green Innovation Purchase Intentions," Business Strategy and the Environment, Wiley Blackwell, vol. 35(4), pages 5050-5064, May.
    • Handle: RePEc:bla:bstrat:v:35:y:2026:i:4:p:5050-5064
    DOI: 10.1002/bse.70436
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    References listed on IDEAS

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