The analysis of consumer attitudes towards femvertising in the context of femwashing

Today, many brands are adopting femvertising strategies, attempting to effectively reach their target audiences with messages of female empowerment. However, not every femvertising campaign receives positive responses from consumers, and in some cases, these campaigns are considered femwashing. In this regard, this study aims to determine the factors that influence female consumers' perceptions of authentic femvertising and femwashing in relation to feminist advertising and to examine how these perceptions are reflected in attitudes towards femvertising and the brand. The research findings reveal that the elements of 'transparency, consistency, identification, diversity, respect, challenging stereotypes, message credibility, and realistic plot' are the antecedents of authentic femvertising. Furthermore, the findings show that femvertising is not viewed positively by all female consumers and that perceptions of authentic femvertising and femwashing significantly influence attitudes towards feminist advertising and brands.