Impact of Marketing Biases on Purchase Decision-Making for Beauty Products among Generation Z Consumers in Bangkok, Thailand

Abstract

This study aimed to (1) examine the level of perceived marketing bias, (2) investigate the level of purchase decision-making, and (3) analyze the influence of perceived marketing bias on purchase decisions regarding beauty products among Generation Z in Bangkok, Thailand. A quantitative research approach was employed. Data were collected from 400 Generation Z consumers aged 15–25 years using convenience sampling through an online questionnaire. Descriptive statistics, including mean and standard deviation, and multiple regression analysis were used for data analysis.

            The findings indicated that the overall level of perceived marketing bias among the respondents was high (x̅ = 3.71), with beauty bias being perceived at the highest level. The hypothesis testing results revealed that the four dimensions of marketing bias jointly explained 68.80% of the variance in purchase decision-making at a statistically significant level of .01. Notably, skin-tone (colorism) bias exhibited a significant negative influence on purchase decisions (β = –0.201), suggesting that advertising which reinforces traditional skin-whitening ideals may be ineffective and potentially provoke resistance among Generation Z consumers. In contrast, beauty bias, gender-role bias, and social class/urban bias demonstrated positive effects on purchase decisions. These findings indicate that Generation Z consumers are not passive recipients of marketing communication but are highly aware of biased representations in advertising. Therefore, marketers should reconsider conventional beauty narratives and adopt communication strategies that emphasize authenticity and inclusivity in order to foster sustainable brand engagement among younger consumers.