Does Gender Matter? The Influence of Tolerance towards Homosexuality and Attitudes towards LGBTQ+ Advertising and Brands among Gen Z in Vietnam

The LGBTQ customer segment represents a market with substantial purchasing power and is increasingly gaining attention from businesses worldwide, accompanied by a growing presence of homosexual individuals in advertising campaigns. Advertisements featuring LGBTQ-related content have also become more prevalent across various media platforms in Vietnam. Generation Z (Gen Z) has emerged as a significant consumer group for brands targeting the two major cities, Ho Chi Minh City and Hanoi. This study investigates the impact of homosexuality tolerance on Gen Z's attitudes towards LGBTQ-themed advertisements and brands. Data were analysed using structural equation modelling (SEM) and independent samples t-tests to identify relationships among variables and to examine gender-based differences. The findings reveal that participants with higher tolerance levels exhibited more positive attitudes towards advertisements and brands. Furthermore, attitudes towards advertisements significantly influenced attitudes towards the brands. Notably, the study found no significant gender differences among Gen Z consumers, suggesting that this generation's evaluations and perceptions are primarily centred on core values and brand authenticity. These findings offer important implications for marketers and brands seeking to connect with Gen Z consumers in Vietnam while also contributing to the underexplored field of consumer behaviour research in the Vietnamese context.