Abstract This study investigates how gender identity interacts with ecodesign cues to shape consumer purchase preferences, focusing on the social perception of sustainability as a gendered behavior. Prior work identifies a “green feminine stereotype” that associates environmentally friendly products with femininity and may discourage some men from engaging with sustainable offerings. This research examines whether integrating Universal Design principles that emphasize inclusivity and accessibility with ecodesign principles influences gendered perceptions of sustainability. Using smartwatches as a relatively gender-neutral case, the study employed behavioral priming and conjoint analysis with 197 participants. Participants were randomly assigned to conditions in which their gender identity was affirmed or threatened before evaluating smartwatch concepts that varied by design type, lifestyle framing, option variant, and gendered styling. The concepts were developed as controlled experimental stimuli to isolate design cues rather than represent fully optimized sustainable products. Results show that men experiencing gender identity threat expressed lower preference for designs incorporating ecodesign cues, particularly those combining Universal Design and ecodesign principles, while women's preferences remained stable. Across conditions, ecodesign focused designs received the highest average ratings, while combined Universal and ecodesign designs were evaluated positively primarily in control groups. These findings demonstrate that gender identity processes influence how ecodesign related cues are socially interpreted in stated preference evaluations.
Nelson et al. (Thu,) studied this question.