Bibliographic citations
Barrientos, M., Felix, K. (2024). La Relación entre Estereotipos Femeninos en la Publicidad de Belleza y la Intención de Compra en la Generación Z limeña. Caso Natura [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/683342
Barrientos, M., Felix, K. La Relación entre Estereotipos Femeninos en la Publicidad de Belleza y la Intención de Compra en la Generación Z limeña. Caso Natura [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/683342
@misc{renati/1300411,
title = "La Relación entre Estereotipos Femeninos en la Publicidad de Belleza y la Intención de Compra en la Generación Z limeña. Caso Natura",
author = "Felix Quispe, Karen Maribel",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
The research examines the relationship between ethical judgment, attitude towards advertising, and purchase intention of beauty products in the Lima's Generation Z in 2022. Significant correlations are identified, especially between the ethical representation in advertisements and consumer attitude, influencing purchase intention. The study highlights the importance of ethics in advertising, suggesting that authenticity in advertising messages positively impacts attitude and purchase decisions. The crucial role of ethical judgment in advertising perceptions is emphasized, influencing attitudes and purchase intention. The results, obtained from a survey of 299 individuals from Generation Z in Lima, focus on the advertising of beauty products from the Natura brand. Historically, advertising has influenced the perception of women in society. In summary, the findings contribute to academic understanding and provide valuable insights for marketing professionals seeking effective strategies in an increasingly ethical and conscious audience.
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