A Theoretical Perspective on Egalitarian Gender Role Attitudes and Behaviors

Thumbnail Image

Date

2021

Journal Title

Journal ISSN

Volume Title

Publisher

Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka.

Abstract

The egalitarian gender role attitudes are a prevailing discussion of gender researchers. In that, researchers tend to use social role theory to explain the cognitive processes involving in such a concept. However, in the current article we argue that it lacks detailed explanation on stepwise cognitive processes of people involved in such an egalitarian gender role attitudes and behaviors. Moreover, theory can't be applied to determine whether traditional gender role attitude have been changed by the people or not in a society. This perspective paper proposes that the theory of planned behavior is a good basis to examine whether egalitarian gender stereotypes and behaviors prevalent or not. We took the Sri Lankan examples to analyze the components of theory of planned behavior in the lens of egalitarian gender role beliefs. we present it in two perspectives where in the first perspective we have organized information to reveal that the components of theory of planned behavior; the Attitudes, Subjective Norms, and the Perceived Behavioral Control influence the Intentions for Egalitarian Gender Role Behaviors. In the second perspectives we provide information to support Intentions and Facilitative Conditions for Egalitarian Gender Role Behaviors ultimately Influence to the Egalitarian Gender Role Behaviors. While provide future research directions in each perspective, we provide implications for future researchers that the theory of planned behavior is suits in explaining the egalitarian gender role attitudes and behaviors of people.

Description

Keywords

Egalitarian Gender Role Behaviors, Egalitarian Gender Stereotypes, Perspectives, Theory of Planned Behavior

Citation

Priyashantha, K.G.,Alwis, A. Chamaru De & Welmilla, I. (2021) A Theoretical Perspective on Egalitarian Gender Role Attitudes and Behaviors;Business Law, and Management (BLM2): International Conference on Advanced Marketing (ICAM4) An International Joint e-Conference-2021 Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka.Pag.282

Collections

Endorsement

Review

Supplemented By

Referenced By