The Gender of Green: Exploring the Normative Idea of the Green Consumer and Gender Stereotypes in Sustainable Consumption
Purpose - The purpose of this thesis is to explore the relationship between sustainable consumption and gender identity, with a particular emphasis on femininity, and to establish the normative idea of the green consumer. Methodology - As part of this thesis, three focus groups were conducted with a total of 19 participants. During the first part of the focus groups, the research aim was disguise
