Paper Title
GEN Z AND GENDERED PACKAGING: HOW GENDER CUES, PERCEIVED BENEFITS, AND LOGO DESIGN INFLUENCE PURCHASE INTENTION AND BRAND PERCEPTION OF MASCULINITY/FEMININITY

Abstract
This study explores how gender-personalized packaging, perceived product benefits (hedonic/utilitarian), and logo designs (angular/rounded) affect purchase intentions and brand perceptions of masculinity and femininity among Generation Z consumers. Using an experimental design with 171 participants, the study found that gender-personalized packaging influenced purchase intentions for products like deodorants and shaving blades, but had no significant effect on others such as body wash. Hedonic products like chocolate elicited higher purchase intentions than utilitarian products. Angular logos were perceived as more masculine, while rounded logos were seen as more feminine. The findings suggest a shift towards more fluid gender perceptions in marketing strategies for Generation Z. Keywords - gendered packaging, purchase intention, brand perception, logo design, Generation Z, hedonic, utilitarian