When the green in green packaging backfires: Gender effects and perceived masculinity of environmentally friendly products

Abstract Previous research has emphasized the importance of product packaging to consumers’ attitudes and purchase intentions, but empirical studies that explore the specific mechanisms by which packaging color influences marketing‐relevant downstream variables in relation to environmentally friendly products is scarce. The current research addresses this gap by building on insights from theories on consumption values, gender roles, and gendered products. In two studies, the current research shows (1) how color‐induced perceptions of masculinity can trigger perceived product effectiveness and purchase intentions, (2) how competing mediation through masculinity and perceived fit with the product category influences perceived product effectiveness and purchase intentions for green products, and (3) that the positive influence of masculinity on perceived product effectiveness holds for male but not female consumers. These effects occur independently of color saturation and product positioning for two different product categories where strength and durability are relevant: washing detergents (Study 1) and motor oil (Study 2). The results of this research add a novel and differentiated perspective on the effects of color and gender roles in the context of environmentally friendly consumption and provide marketing managers with suggestions on how to increase perceived product effectiveness and purchase intentions related to green products.