The Influence of Gender on the Purchase Intention of Personal Care Products in Generation Z: Survey Research in Lima, Peru

Franco J.P.; Condori-Vargas R.P.; Goicochea-Reyes E.F.P. · IBIMA Business Review (2026) · DOI: 10.5171/2026.433980

Resumen

The personal care revolution among men and women of Generation Z is a phenomenon that reflects both a search for authenticity and a commitment to diversity and gender equality. Through this, they are redefining consumption and purchase intentions. The existing literature lacks sufficient studies on Generation Z, and there are no studies on the influence of gender on purchase intentions for personal care products in developing countries. This study is based on the theory of perceived value, considering its impact on purchase intentions. It uses a quantitative correlational approach using partial least squares analysis (PLS-SEM) in a sampling framework of Centennial consumers (Generation Z) with a sample of 100 participants. The findings show that gender does influence purchase intentions for personal care products. In the case of women, emotional value influences their purchase intentions. For men, purchase intentions are not influenced by social, functional, or emotional value. This study provides insights for marketing managers and contributes to their decision-making in the personal care sector.

Instituciones: Universidad Privada del Norte