Abstract:

The present research aims to determine the influence of gender on the purchase intention of Generation Z consumers for personal care products. The theoretical framework is based on the theory of perceived value, considering its impact on purchase intention. To do so, it uses the basic methodology, with a quantitative correlational approach under the analysis of partial least squares (PLS-SEM) in a sample frame of Centennial consumers (Generation Z). The findings show that gender does influence the purchase intention of personal care products, where women see their purchase intention influenced by the emotional value they perceive of the personal care product. On the other hand, men do not see their purchase intention influenced by the social, functional or emotional value of the product. The present study provides information to marketing managers of companies and contributes to their decision making in the personal care sector.