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Chapter 3

Greenwashing/Simplicity/Ascribed/Gratification/Values/Gender/Identity/Roles/Achievement/Enviropreneurial 
Across
A firm promotes environmental benefits that are unsubstantiated and on which they don't deliver
Consumers' efforts to reduce reliance on consumption and material possessions
Environmentally friendly marketing practices to achieve a competitive differentiation
Widely held beliefs that affirm what is desirable
The traits of femininity and masculinity
Down
Pleasure, especially when gained from the satisfaction of a desire
Based on an attribute over which the individual has little or no control
Based on performance criteria over which the individual has some degree of control
The behaviors considered appropriate for males and females in a given society
Whether a person is biologically a male or female