Seminario: Are green innovations gender sensitive? The effect of adding a female or male inventor’s name on green innovation purchase intentions

Abstract:Femvertising has captured the attention of scholars trying to understand its effects and consequences. One way to indirectly empower women in advertising is to communicate the inventor’s name in ads. This study shows the positive effect that adding a female inventor’s name has on purchase intention of green innovations. Study 1 (n = 237) demonstrates that a female inventor increases purchases intentions for green innovations compared to the same innovation that is not framed as sustainable. Study 2 (n = 381) replicates these findings and aims to explain the underlying process, showing that this effect could be explained by an improvement in the attitude toward green products in a general population, and also an increase in the attitude toward femvertising for the conservatives (compared with liberals). General discussion and practical implications of these findings are provided.

Formato: Híbrido.