@inproceedings{,
    author = {Gathen, Constanze; Praxmarer-Carus, Sandra},
    title = {Is Effort Required by a Green Behavior Always Negative? The Moderating Effect of Male Gender Identification Strength},
    editor = {Argo, Jennifer; Lowrey, Tina M.; Schau, Hope Jensen},
    booktitle = {Advances in Consumer Research, Volume 48},
    series = {},
    journal = {},
    address = {Duluth, MN},
    publisher = {Association for Consumer Research (ACR)},
    edition = {},
    year = {2020},
    isbn = {},
    volume = {},
    number =  {},
    pages = {72-76},
    url = {},
    doi = {},
    keywords = {},
    abstract = {},
    note = {},
    institution = {Universität der Bundeswehr München, Fakultät für Wirtschafts- und Organisationswissenschaften, WOW 3 - Institut für Management marktorientierter Wertschöpfungsketten, Professur: Praxmarer-Carus, Sandra},
    
    
}