Gender identity plays a crucial role in the purchasing decision process, a
complex phenomenon influenced by numerous variables. Gender identities have
become a prominent topic of discussion. This study aims to analyze and assess the
level of influence of the variables on the purchasing decision of the participants, and
to identify the significant relationship between the variables. Moreover, the study was
conducted from March 2023 to January 2024 in Bacoor, Cavite, particularly in Molino
III, Molino IV, and Molino VII.
This study made use of a quantitative design, and the descriptive-correlational
research method was utilized to evaluate and analyze the data gathered from the
participants. Furthermore, the study utilized purposive sampling, also known as

selective sampling. The researchers used various social media platforms and face-to-
face interactions to gather participants. Additionally, this study used percentage

frequency distribution, Likert Scale, and Pearson’s R for the statistical treatment of
data.
The results showed predominantly female participants earning ₱1,000-
₱10,000. Gender identities, femininity, and masculinity also showed a high level of
influence on Generation Z. Next, gendered product elements such as shape, color,
and material can be inferred to have a high level of influence on Generation Z,
indicating that Generation Z places importance on the shape, color, and material used.
Price and quality also notably had a high level of influence on their purchasing
decisions. Moreover, the study determined that there is no significant relationship
between gender identities and purchase decisions and no significant relationship
between gendered product elements and purchase decisions.
In conclusion, these variables influence Generation Z's purchasing decisions
for personal care products. However, the results show no significant relationship
between gender identities, purchasing decisions, gendered product elements, and
purchasing decisions. Moreover, the researchers recommend including sexual
orientation as a variable in purchase decisions to explore potential differences or
similarities in outcomes. They also suggest exploring other variables, such as clothing,
to determine if contradictory or similar outcomes arise.
Keywords: gendered products, gender identities, purchasing decisions,
personal care products 

This undergraduate thesis investigates how gender identities and gendered product elements (shape, color, material) affect the purchasing decisions of Generation Z in Bacoor, Cavite. Employing a quantitative, descriptive-correlational method with purposive sampling, the study found that although participants (mostly females aged 18–24) are highly influenced by gender expression and product aesthetics, there is no statistically significant relationship between gender identity or gendered product elements and actual purchase decisions. Price and quality, however, remained highly influential. The researchers recommend future studies incorporate sexual orientation and explore other product categories, such as clothing, to examine potential variations in outcomes. 

Deyta, E. P., Digno, J. M. R., Gadin, R. M. M., Lacerna, A. C., & Reomalos, J. P. L. (2024). The influence of gender identities and gendered products on the purchasing decision of Generation Z (Undergraduate thesis). Cavite State University – Bacoor City Campus.