Abstract Beliefs about which behaviors and responsibilities should typical be assumed by women and men are central in shaping gender relations and gender equality in society. The belief that women should be responsible for domestic work, while men should provide economically for the family gives rise to an uneven opportunity structure, situating women in a disadvantaged position compared to men. In order to achieve gender equality traditional gender role attitudes need to liberalize. This thesis examines who supports non-traditional gender roles in Sweden. Data representative of the Swedish population between the ages of 18-79 were used to explore the relationship between social context and individual self-interest and gender role attitudes. The results showed that women are more likely to be positive towards non-traditional gender roles if they are situated in highly educated social contexts. Conversely, men were found to be more likely to be positive if situated in gender equal contexts. This indicates that men’s beliefs regarding what is appropriate for women might be countered by women in gender equal contexts, while women may find confirmation regarding their non-traditional gender role attitude in other equally liberal women.