Explaining the Reversed Gender Gap in Political Consumerism: Personality Traits as Significant Mediators

Abstract Research on political consumerism documents a persistent reversed gender gap, as women boycott and buycott products more often than men. Previous efforts to explain the gap rely classical theoretical models developed illuminate differences in participation general. Accounting for socio‐economic situational factors well socialization leaves significant amount of unexplained, though. Adhering recent empirical evidence personality an important factor influencing behavior, we argue that traits could provide alternative explanation account disparities consumerism. We use original survey data specially designed measure Switzerland, which also include Big Five model personality. find traits, particular agreeableness, portion