The Power of Femvertising: Boosting Customers’ Willingness to Pay

Uta Fessler-Purkarthofer (), Kristina Kampfer () and Alena Langs
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Uta Fessler-Purkarthofer: University of Applied Sciences Kufstein
Kristina Kampfer: University of Applied Sciences Kufstein
Alena Langs: University of Applied Sciences Kufstein

A chapter in Conference Proceedings Trends in Business Communication 2024, 2025, pp 1-14 from Springer

Abstract: Abstract Feminism is gaining traction in society and increasingly influencing the advertising, film, and music industries. Companies are recognizing the value of incorporating feminist principles in their brand communication and are focusing on empowering women while challenging traditional stereotypes through “femvertising” campaigns. These campaigns aim not only to market products but also to promote social messages that support gender equality and women’s empowerment. By adopting this approach, advertisers seek to forge stronger emotional connections with consumers who prefer brands that align with their values and demonstrate empathy, authenticity, and transparency in their practices. This study investigates whether femvertisements, compared to advertisements that do not contain any femvertising elements or those that do not necessarily portray stereotypical gender roles, increase customers’ willingness to pay for products. The findings reveal that femvertisements significantly enhance the willingness to pay a premium price, suggesting that incorporating feminist messages into marketing strategies positively impacts consumer behavior. This indicates that companies can benefit from integrating feminism into their advertising, not only by aligning with social values but also by potentially increasing profitability through a higher perceived value of their products.

Keywords: Femverstising; Femwashing; Feminism; Willingness to pay; Consumer behavior (max 5 Keywords) (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-658-47793-6_1

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