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Article

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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Department of Business Management, Faculty of Commerce and Management, University of Malaga, 29071 Malaga, Spain
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Department of Business Management, Faculty of Economics and Business, University of Malaga, 29070 Malaga, Spain
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Department of Applied Economics (Statistics and Econometrics), Faculty of Economics and Business, University of Malaga, 29070 Malaga, Spain
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Author to whom correspondence should be addressed.
Academic Editor: Pascal Schlich
Foods 2022, 11(1), 53; https://doi.org/10.3390/foods11010053
Received: 29 November 2021 / Revised: 23 December 2021 / Accepted: 24 December 2021 / Published: 27 December 2021
(This article belongs to the Section Sensory and Consumer Sciences)
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. View Full-Text
Keywords: Generation Z; advertising; gender stereotypes; ambivalent sexism; ethical judgment; attitude towards advertising; purchase intention; structural equation modeling; PLS-SEM Generation Z; advertising; gender stereotypes; ambivalent sexism; ethical judgment; attitude towards advertising; purchase intention; structural equation modeling; PLS-SEM
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MDPI and ACS Style

Bermúdez-González, G.; Sánchez-Teba, E.M.; Benítez-Márquez, M.D.; Montiel-Chamizo, A. Generation Z Young People’s Perception of Sexist Female Stereotypes about the Product Advertising in the Food Industry: Influence on Their Purchase Intention. Foods 2022, 11, 53. https://doi.org/10.3390/foods11010053

AMA Style

Bermúdez-González G, Sánchez-Teba EM, Benítez-Márquez MD, Montiel-Chamizo A. Generation Z Young People’s Perception of Sexist Female Stereotypes about the Product Advertising in the Food Industry: Influence on Their Purchase Intention. Foods. 2022; 11(1):53. https://doi.org/10.3390/foods11010053

Chicago/Turabian Style

Bermúdez-González, Guillermo, Eva M. Sánchez-Teba, María D. Benítez-Márquez, and Amanda Montiel-Chamizo. 2022. "Generation Z Young People’s Perception of Sexist Female Stereotypes about the Product Advertising in the Food Industry: Influence on Their Purchase Intention" Foods 11, no. 1: 53. https://doi.org/10.3390/foods11010053

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