Gender Differences in Green Purchase Behavior in the Circular Economy

The circular economy (CE) is a strategy intended to achieve a more sustainable future for Indonesia. As a result of this strategy’s application, companies have adopted circular packaging innovation as a better packaging alternative. Meanwhile, existing studies suggest that the environmental attitudes (EAs) and environmental knowledge (EK) among men and women differ. Understanding these differences is essential for designing inclusive and effective strategies that accelerate the adoption of sustainable practices across sectors. This study aims to examine the gender differences in environmental variables, such as EK and EA, between male and female consumers using the knowledge-attitude-behavior framework. The data are collected through surveys and analyzed using a quantitative approach, i.e., t-test and multiple regression. The results of the analysis indicate overall gender differences. The results reveal that female consumers score significantly higher in EK and EA. Moreover, the findings also suggest that EK has a positive influence on green purchase behavior (GPB) only among female consumers, while EA has a significantly positive influence on GPB for both female and male consumers. This gender disparity may offer practical implications for marketing managers, for example, the implementation of gender-targeted messaging and positioning for products using circular packaging.