Investigating Gen Z Consumers’ Feministic Identities and Gender-Stereotypical Norms on their Attitude Formation towards Femvertising Campaigns, Impacting Purchase Intention

This research examines the realm of Femvertising among Generation Z in the Egyptian context. The research explores three pivotal theories of consumer behavior: The theory of self-concept, social learning theory, and the theory of reasoned action. By combining these theories in one study, the researcher seeks to bridge a critical gap in the literature, explaining attitudes towards Femvertising on their subsequent inclination to purchase the promoted products. The research took place during September 2023, using a cross-sectional timeframe. By employing a quantitative approach, the researcher acquired data through the online distribution of questionnaires using convenience sampling. The findings reveal that the attitudes towards Femvertising are predominantly influenced by consumers’ feminist self-identity in contrast to the prevailing stereotypical gender norms embedded in Egyptian society; and consumers’ positive attitudes towards Femvertising lead to purchase intention of the promoted products. These conclusions not only generate insights into the behavior of Generation Z consumers but also provide managerial implications for businesses seeking to target this demographic. With the emerging insights of this study, companies can tailor Femvertising campaigns to resonate with the values of this generation, thereby nurturing a more profound connection between brands and their target audience.Subject AreasBusiness Management, Consumer Behavior, Marketing