Application of Perceived Brand Authenticity, Consumer Identity, and Rainbow Advertising Towards the Purchase Decision of Gen Z Consumers in the Fashion Industry

Abstract

This study explores the influence of inclusive advertising appeal on the purchase decisions of Filipino consumers in the fashion industry, with a specific focus on LGBTQ+ inclusive advertising and the mediating roles of perceived brand authenticity, consumer identity, and rainbow-washing awareness. Grounded in the Stimulus-Organism-Response (SOR) Model and adapted from Pham Thi Be et al. (2024), the research employed a quantitative descriptive-correlational design and gathered responses from 320 Gen Z participants in Metro Manila through an online survey. Results revealed that while LGBTQ+ inclusive advertisements were generally perceived as visually and emotionally unappealing, and often met with skepticism regarding their authenticity and identity relevance, their appeal still had a positive and statistically significant relationship with consumer purchase decisions. Among the mediating variables, only perceived brand authenticity significantly influenced the relationship between advertisement appeal and purchase decision. The study underscores the importance of authenticity in inclusive advertising and provides insights for fashion brands aiming to engage Filipino consumers ethically and effectively, particularly amid rising social consciousness and expectations of sincerity.