Women’s Household Involvement and Decisions on Green Consumption

Abstrak

This article presents a conceptual inquiry into gender and green consumption with a focus on how social constructions position women as household managers and how this shapes the purchase of environmentally friendly products. The paper argues that women’s everyday decisions about food, cleaning agents, and household supplies are embedded in gendered divisions of labour, unequal control over financial resources, and normative expectations about care for family health and nature. Green consumption is described as part of domestic routines rather than a purely individual lifestyle choice, influenced by marketing discourses that celebrate women as guardians of the home and the earth. The discussion highlights tensions between moral expectations directed at women and the structural limits they face when prices, time constraints, and information asymmetries restrict choices. By linking household decision making, gendered identities, and market representations, the article outlines a conceptual frame that can guide future empirical research and help policymakers and businesses design more gender aware approaches to sustainable consumption in everyday life.