How are the behavioural attitudes of consumers influenced by feminist messages associated with consumption options?

Abstract

This Master thesis explores the phenomenon around feminism ­related marketing and its effectiveness in influencing the purchasing behaviour of consumers. In recent years, there has been an increase in cause ­related marketing efforts as well as in the importance given to feminist ideals, especially focusing on gender equality. Additionally, it is known that the effectiveness of cause ­related campaigns is different for hedonic and utilitarian products. While cause­ related marketing is commonly discussed in research papers, there is little research evaluating feminism ­related marketing and its effectiveness in women’s, and men’s purchasing behaviour, especially in regard to differences in hedonic versus utilitarian, and empowering versus threatening products. In two online surveys using a within­ subjects experimental design, people evaluated different products and messages that were then used to conduct a third online study. The main study of this research paper used a between­ subjects experimental design, where participants were randomly exposed to either products associated with feminist messages, environmental messages or neutral messages, and then completed a questionnaire. Results indicate that purchase attitudes did not increase for products associated with feminist messages compared to the control groups, and purchase attitudes were higher for utilitarian (vs hedonic) products and for positive (vs negative) stereotyped products.

Date of Award	25 Jan 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Niza Braga (Supervisor)