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The impact of attitudes toward sexually appeal advertisements on purchase intentions of consumers in Ho Chi Minh City: Perspectives from feminist aspects

Author

Listed:
  • Nguyen Khanh Ngan

    (Saigon University, Ho Chi Minh City, Viet Nam)

  • Le Dinh Nghi

    (Saigon University, Ho Chi Minh City, Viet Nam)

Abstract

This paper aims to analyze the diverse aspects of consumer feminism that may influence consumers’ evaluation of sexually appealing advertisements in Ho Chi Minh City, Vietnam, a country with Eastern cultural foundations. Data were collected from 300 participants who had encountered sexually appealing advertisements and analyzed using structural equation modeling in SmartPLS software. The results reaffirmed the impact of feminist aspects from prior studies but also revealed that consumers with conservative and liberal feminist views tend to rate sexually appealing advertisements more favorably and perceive them as more ethical compared to those with radical feminist perspectives. Thus, their attitudes toward sexually appealing advertisements influence their purchase intentions. To our best understanding, this is the first study to examine how diverse feminist perspectives shape responses to gender-appealing advertisements.

Suggested Citation

  • Nguyen Khanh Ngan & Le Dinh Nghi, 2026. "The impact of attitudes toward sexually appeal advertisements on purchase intentions of consumers in Ho Chi Minh City: Perspectives from feminist aspects," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 16(4), pages 22-39.
    • Handle: RePEc:bjw:econen:v:16:y:2026:i:4:p:22-39
    DOI: 10.46223/HCMCOUJS.econ.en.16.4.3995.2026
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    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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