IBIMA Business Review | 2026
Authors: Franco J.P.; Condori-Vargas R.P.; Goicochea-Reyes E.F.P.
DOI: 10.5171/2026.433980
Journal: IBIMA Business Review
Year: 2026
Publisher: IBIMA Publishing
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
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. © 2026. Jean P. FRANCO, Ruth P. CONDORI-VARGAS and Elvis F. P. GOICOCHEA-REYES.
Centennial; Gender; Perceived value theory; Purchase intention