文章基本信息

标题：Generation Z Young People’s Perception of Sexist Female Stereotypes about the Product Advertising in the Food Industry: Influence on Their Purchase Intention
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作者：Guillermo Bermúdez-González ; Eva María Sánchez-Teba ; María Dolores Benítez-Márquez 等
期刊名称：Foods
电子版ISSN：2304-8158
出版年度：2022
卷号：11
期号：1
DOI：10.3390/foods11010053
语种：English
出版社：MDPI Publishing
摘要：Previous studies have generated important insights into consumer behavior. However, no study has addressed how to persuade young people belonging to Generation Z to increase the purchase intention of food products from a gender perspective. Drawing on ambivalent sexism theory, this paper explores the influence of the attitude toward advertising and the ethical judgment to predict consumers’ food product purchase intention. We applied a quantitative method, partial least squares structural equation modeling, to 105 individuals. Two advertisements with different food products and female role stereotype categories are using: (1) women in a traditional role or housewife’s role (benevolent sexism), and (2) women in a decorative role or physical attractiveness (hostile). However, the results show that attitude toward advertising has a direct and positive influence on purchase intention in advertisement with benevolent sexism. In addition, the effect of ethical judgment on consumers’ food product purchase intention is not significant. In the advertisement with hostile sexism, both—attitude toward advertising and ethical judgment—directly and positively impact purchase intention. The study provides a novelty conceptual model in the food industry for Generation Z and recommendations on the use of female sexist stereotypes in food and beverage advertising.
关键词：enGeneration Zadvertisinggender stereotypesambivalent sexismethical judgmentattitude towards advertisingpurchase intentionstructural equation modelingPLS-SEM