This study examines how gender norms are enforced through social sanctions using an online experiment in the Sierra Nororiental of Puebla, Mexico. Combining norm elicitation tasks and a dictator game, it analyzes how participants react to norm compliance and deviation in the division of unpaid domestic labor. Results indicate that sanctioning behavior varies by the gender of both the evaluator and the norm violator, revealing a hierarchical and gendered enforcement structure. The study also identified a discrepancy between self-declared attitudes and behavioral responses: although many participants claimed to support gender equality, they penalized behaviors aligned with that position when those behaviors were perceived as norm violations. These insights have implications for policy interventions aimed at promoting gender equality, suggesting that effective change requires shifting the social expectations and sanctioning logics that underpin persistent inequalities.
