Are Green Innovations Gender Sensitive? The Effect of Promoting Inventor Gender on Green Innovation Purchase Intentions
研究了广告中突出女性发明人如何通过提升温暖感知来增强消费者对绿色产品的购买意愿，通过四项实验验证了该效应及其中介机制。
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.