Foods, Vol. 11, Pages 53: Generation Z Young People’s Perception of Sexist Female Stereotypes about the Product Advertising in the Food Industry: Influence on Their Purchase Intention
Eva María Sánchez-Teba
María Dolores Benítez-Márquez
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&rsquo; 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&rsquo;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&rsquo; food product purchase intention is not significant. In the advertisement with hostile sexism, both&mdash;attitude toward advertising and ethical judgment&mdash;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.
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