Document Type


Publication Date



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.


Read the published article freely using this link.

This is the peer reviewed version of the following article: Felix, R., González, E. M., Castaño, R., Carrete, L., & Gretz, R. T. (2021). When the green in green packaging backfires: Gender effects and perceived masculinity of environmentally friendly products. International Journal of Consumer Studies, 00, 1– 19. which has been published in final form at This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.

Publication Title

International Journal of Consumer Studies



Available for download on Saturday, July 15, 2023

Included in

Marketing Commons