| Autor: |
Bermúdez-González G; Department of Business Management, Faculty of Commerce and Management, University of Malaga, 29071 Malaga, Spain., Sánchez-Teba EM; Department of Business Management, Faculty of Economics and Business, University of Malaga, 29070 Malaga, Spain., Benítez-Márquez MD; Department of Applied Economics (Statistics and Econometrics), Faculty of Economics and Business, University of Malaga, 29070 Malaga, Spain., Montiel-Chamizo A; Department of Business Management, Faculty of Commerce and Management, University of Malaga, 29071 Malaga, Spain. |
| Abstrakt: |
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. |
