Rethinking gendered product perceptions: evidence from France, Italy and Sweden

Purpose This study aims to revisit and extend the work of Fugate and Phillips (2010) on product gender perceptions by examining whether societal changes, such as the #MeToo movement and shifts in gender roles, have altered the determinants of product gender perceptions in France, Italy and Sweden. Design/methodology/approach This study replicates and extends the original model with samples from three European countries, using t-tests and structural equation modeling. Findings The results show that while self-congruency remains a strong driver of the need for product gender congruity (NPGC), modern sex role perceptions now have an even stronger negative impact, suggesting evolving attitudes toward product gendering. The control for nationality reveals that the relationship between untraditional role models and NPGC is not significant once cultural context is accounted for, and that the tendency to gender products varies significantly across the countries studied. Research limitations/implications The study’s sample is limited to three European countries, which may restrict generalizability. Future research should include more diverse cultural contexts and explore other individual variables influencing product gender perceptions. Practical implications Marketers should consider reducing reliance on gender-based segmentation and instead focus on values-based segmentation. Social implications This research highlights the need for marketers to be mindful of their role in shaping societal norms and consider how gendered marketing may perpetuate stereotypes, even in societies perceived as egalitarian. Originality/value This study revisits and expands a seminal model of product gender perception, offering updated insights into the interaction between gender identity, cultural context and consumer behavior and contributing a new cultural dimension to materialist feminist theory.