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Generation Z Young People's Perception of Sexist Female Stereotypes about the Product Advertising in the Food Industry: Influence on Their Purchase Intention

Foods, 2021-12, Vol.11 (1), p.53 [Peer Reviewed Journal]

2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;2021 by the authors. 2021 ;ISSN: 2304-8158 ;EISSN: 2304-8158 ;DOI: 10.3390/foods11010053 ;PMID: 35010179

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Title:
Generation Z Young People's Perception of Sexist Female Stereotypes about the Product Advertising in the Food Industry: Influence on Their Purchase Intention
Author: Bermúdez-González, Guillermo ; Sánchez-Teba, Eva María ; Benítez-Márquez, María Dolores ; Montiel-Chamizo, Amanda
Subjects: 20th century ; Academic marketing ; Advertisements ; Advertising ; ambivalent sexism ; attitude towards advertising ; Attitudes ; Bias ; Communication ; Consumers ; ethical judgment ; Ethics ; Females ; Food industry ; Food products ; Gender ; gender stereotypes ; Generation Z ; Generations ; Influence ; Multivariate statistical analysis ; Perceptions ; Sexism ; Social networks ; Stereotypes ; Television advertising ; Women ; Young adults
Is Part Of: Foods, 2021-12, Vol.11 (1), p.53
Description: 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.
Publisher: Switzerland: MDPI AG
Language: English
Identifier: ISSN: 2304-8158
EISSN: 2304-8158
DOI: 10.3390/foods11010053
PMID: 35010179
Source: Open Access: PubMed Central
AUTh Library subscriptions: ProQuest Central
ROAD: Directory of Open Access Scholarly Resources
DOAJ Directory of Open Access Journals

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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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