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The impact of the representation of ethnic diversity, non-normative bodies, and LGBTIQ+ communities in advertising on purchase intent: a comparative analysis between Generation Z and Millennials consumers within the Food and Beverages industry.

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dc.contributor.advisorHussain, Filza
dc.creatorVimos Maciá, Nicolás
dc.creator.degreeAdministrador de Negocios Internacionalesspa
dc.creator.degreeAdministrador de Negocios Internacionales
dc.creator.degreeLevelPregrado
dc.date.accessioned2025-10-28T14:22:44Z
dc.date.available2025-10-28T14:22:44Z
dc.date.created2025-10-14
dc.descriptionLos anuncios que incluyen muchos rostros y cuerpos dicen que esto es lo nuevo intentan alcanzar algunos intereses comunes de la juventud. Buscan que las personas encuentren marcas que encajen con sus ideas y su singularidad. Por lo tanto, las empresas de alimentos y bebidas necesitan que estos anuncios sean confiables; por eso, debe existir una conexión emocional. Se planteó una pregunta de investigación: ¿Es cierto que los jóvenes de la Generación Z y los Millennials tienen reacciones diferentes ante anuncios que muestran diversos tipos de personas? ¿De qué manera este tipo de anuncios influye en sus decisiones de compra? Existen tres objetivos de estudio: verificar si los anuncios inclusivos afectan a ambas generaciones, determinar si existen diferencias en las reacciones entre la Generación Z y los Millennials, y conocer los efectos del tipo de anuncio en el marketing. Nuestro objetivo fue analizar si los anuncios creados mediante una Estrategia de Inclusión y Diversidad representan a otros grupos en relación con las intenciones de compra. Para lograrlo, se utilizó una encuesta con el fin de comprender la percepción de los consumidores sobre los anuncios inclusivos, su intención de compra ante dichos anuncios, sus opiniones sobre las marcas asociadas a ellos y su autenticidad. Para ello, utilizamos el software IBM SPSS para analizar los datos mediante pruebas t independientes, ANOVA de medidas repetidas y pruebas t pareadas. Los resultados muestran que los anuncios con inclusión pueden mejorar las percepciones y las compras de los consumidores, aunque esto varía según el contexto. En este caso, la diversidad racial influye considerablemente en la decisión de compra, mientras que la representación de grupos LGBTQ o no normativos presenta resultados más mixtos. Los Millennials valoran la verdadera inclusión; sin embargo, la Generación Z se enfoca en la autenticidad y la considera una condición básica para la evaluación. Para ambos grupos, la falta de inclusión real reduce la autenticidad, y la conexión con la confianza aparece como un aspecto fundamental de los anuncios inclusivos. Los resultados de la investigación son, por lo tanto, significativos para los sectores de alimentos y bebidas. A través de anuncios auténticos e inclusivos, las marcas aumentan la intención de compra y, para un mayor porcentaje de personas, validan su aceptabilidad social o viabilidad comercial. Las empresas deben tener en cuenta las diferencias generacionales en el uso de la inclusión y la relevancia como parte de sus estrategias a largo plazo, lo que las conduce a ganar lealtad de los consumidores y a obtener una ventaja competitiva en el mercado correspondiente.
dc.description.abstractAds that include many faces and bodies they say this is what is new, they try to reach some common interests of the youth. Seeking to find brands individuals fit them with their ideas and distinctiveness. Hence, Food and Beverage firms need these ads to be trustworthy, hence there must be an attachment. A question to studywas set: Is it true that youths of Gen Z and Millennials have dissimilar reactions to ads for these diverse types of people? In which way do the ads like these influence their purchasing decisions? There are three study aims namely; to verify if inclusive ads affect both generations, to find if there exist differences regarding reactions to ads of Gen Z and Millennials and to know the effects of ads type in marketing. Our goal was to see whether ads made by Diverse Inclusive Strategy signify other groups regarding purchase intentions. To achieve this, survey used to understand consumers' awareness of inclusive ads, intention to buy from such ads, opinions on brands associated with those ads and their authenticity. For this, we used IBM SPSS software to analyze data through independent t-tests, repeated ANOVA and paired t-tests methods. Results show that ads with inclusivity can enhance consumer perceptions and purchases, but it also differs according to context. Here racial diversity influences purchase much, unlike representation of LGBTQ or non-normative groups is so mixed. Millennials appreciated true inclusivity, however, Gen Z focuses on its authenticity and expects no as a given condition of evaluation. For both falling short of real inclusivity does not please them with authenticity connecting trust appears being aspect of inclusive ads. Research results are thereon significant for food and beverage sectors. Through authentic inclusive advertisements, brands increase intention to purchase while for a greater percentage of people it validates social acceptability or business viability. Companies should note generational differences in the use of relevancy inclusivity part of their long-term strategies which leads them way towards gaining loyalty from consumers along competitive advantage in the respective market.
dc.format.extent90 pp
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.48713/10336_46825
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/46825
dc.language.isoeng
dc.publisherUniversidad del Rosario
dc.publisherRennes School of Business
dc.publisher.departmentEscuela de Administración
dc.publisher.programAdministración de Negocios Internacionales
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
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dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subjectComportamiento del consumidor, Generación Z, Industria de alimentos y bebidas, Intención de compra, Percepción de la marca, Publicidad auténtica, Publicidad inclusiva
dc.subjectGeneración Z
dc.subjectIndustria de alimentos y bebidas
dc.subjectIntención de compra
dc.subjectPercepción de la marca
dc.subjectPublicidad auténtica
dc.subjectPublicidad inclusiva
dc.subject.keywordAdvertising authenticity
dc.subject.keywordBrand perception
dc.subject.keywordConsumer behavior
dc.subject.keywordFood and beverage industry
dc.subject.keywordGeneration Z
dc.subject.keywordInclusive advertising
dc.subject.keywordPurchase intention
dc.titleThe impact of the representation of ethnic diversity, non-normative bodies, and LGBTIQ+ communities in advertising on purchase intent: a comparative analysis between Generation Z and Millennials consumers within the Food and Beverages industry.
dc.title.TranslatedTitleEl impacto de la representación de la diversidad étnica, los cuerpos no normativos y las comunidades LGBTIQ+ en la publicidad sobre la intención de compra: un análisis comparativo entre los consumidores de la Generación Z y los Millennials dentro de la industria de alimentos y bebidas.
dc.typebachelorThesis
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaTrabajo de grado
local.department.reportEscuela de Administración
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