| TITLE |
Consumer Perceptions of Transgender-Inclusive Advertising: A Generational Analysis of Gen Z and Millennials with Reference to Sephora |
| ABSTRACT |
Inclusive marketing has become an important strategy for organizations seeking to promote diversity and representation in modern advertising. This study examines the generational differences between Generation Z and Millennials in their response to transgender-inclusive marketing initiatives implemented by Sephora. The research aims to analyse consumer awareness, attitudes, brand perception, purchase intention, and brand advocacy in relation to inclusive advertising campaigns. A descriptive research design with a quantitative approach was adopted for the study. Primary data were collected from 114 respondents through a structured questionnaire using a five-point Likert scale. The respondents were selected through convenience sampling, mainly targeting individuals who had exposure to Sephora’s advertisements on digital platforms. Statistical tools such as percentage analysis, Likert scale analysis, and chi-square tests were used to interpret the data. The results reveal that consumers generally show positive perceptions toward transgender-inclusive advertising. Generation Z demonstrates stronger acceptance, higher brand trust, and greater purchase intention compared to Millennials. The findings suggest that inclusive marketing strategies positively influence brand image and consumer engagement, particularly among younger audiences. The study highlights the importance of generationally tailored marketing communication that reflects diversity and social responsibility in the beauty industry. |
| AUTHOR |
Dr.P Rajavel, Yuva Sri K
Assistant Professor, Department of B. Sc ISM & BBA Logistics, (Management Science), Sri Krishna College of Arts and Science (Autonomous), Affiliated Bharathiar University, Coimbatore, India
III Year B.Sc (Information Systems Management), Department of B.Sc ISM & BBA Logistics, Sri Krishna College of Arts and Science (Autonomous), Affiliated Bharathiar University, Coimbatore, India |
| PUBLICATION DATE |
2026-03-16 16:15:56 |
| VOLUME |
14 |
| ISSUE |
1 |
| DOI |
DOI: 10.15662/IJMSERH.2026.1401024 |
| PDF |
24_Consumer Perceptions of Transgender-Inclusive Advertising A Generational Analysis of Gen Z and Millennials with Reference to Sephora.pdf |
| KEYWORDS |
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| References |
1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes.2. Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory. Journal of Consumer Research.3. Beverland, M. (2005). Crafting brand authenticity. Journal of Brand Management.4. Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education.5. Schiffman, L., & Wisenblit, J. (2015). Consumer Behavior. Pearson Education. |
