The Attitude of Peruvian Millennials Towards the Political Stance of Fast-Food Brands Regarding the Political Crisis of November 2020

Katherine Yábar; Francisco Arbaiza

doi:10.1007/978-3-031-93550-3_4

The Attitude of Peruvian Millennials Towards the Political Stance of Fast-Food Brands Regarding the Political Crisis of November 2020

Katherine Yábar
, Francisco Arbaiza

Faculty of communication

Universidad Peruana de Ciencias Aplicadas

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

Faced with the presidential vacancy of Martin Vizcarra, a scenario of political instability was generated that prompted Peruvians to participate in digital platforms to show their political position. In this context, this study compares the attitudes of Peruvian millennials towards the political stance of ten fast food brands in the face of the political crisis of November 2020. Hence, brand stances were classified into four: indifferent, mute, neutral and activist. A qualitative methodology was adopted and semi-structured interviews were conducted with 20 Peruvians, which revealed that it was important for brands to assume a position in the face of a crisis like the one in 2020. In the analysis, it was observed that there is no difference between a neutral or activist brand, as long as they express an opinion. The postures of the silent or indifferent brands did not significantly influence the consumption pattern of the participants.

Original language	English
Title of host publication	Trends in the ICTs Toward Tourism, Hospitality and Gastronomy
Editors	Jezreel Mejía, Hector Cardona Reyes, José Álvarez-García, María de la Cruz del Río-Rama, Rosse Marie Esparza-Huamanchumo
Publisher	Springer Science and Business Media Deutschland GmbH
Pages	31-39
Number of pages	9
ISBN (Print)	9783031935497
DOIs	https://doi.org/10.1007/978-3-031-93550-3_4
State	Published - 2025
Event	International Tourism, Hospitality and Gastronomy Congress, ITHGC 2022 - La Molina, Peru Duration: 27 Oct 2022 → 28 Oct 2022

Publication series

Name	Lecture Notes in Networks and Systems
Volume	1451 LNNS
ISSN (Print)	2367-3370
ISSN (Electronic)	2367-3389

Conference

Conference	International Tourism, Hospitality and Gastronomy Congress, ITHGC 2022
Country/Territory	Peru
City	La Molina
Period	27/10/22 → 28/10/22

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 16 Peace, Justice and Strong Institutions

Keywords

brand activism
brand political position
brand purpose
millennials

Access to Document

10.1007/978-3-031-93550-3_4

Cite this

Yábar, K., & Arbaiza, F. (2025). The Attitude of Peruvian Millennials Towards the Political Stance of Fast-Food Brands Regarding the Political Crisis of November 2020. In J. Mejía, H. Cardona Reyes, J. Álvarez-García, M. D. L. C. del Río-Rama, & R. M. Esparza-Huamanchumo (Eds.), Trends in the ICTs Toward Tourism, Hospitality and Gastronomy (pp. 31-39). (Lecture Notes in Networks and Systems; Vol. 1451 LNNS). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-3-031-93550-3_4

Yábar, Katherine ; Arbaiza, Francisco. / The Attitude of Peruvian Millennials Towards the Political Stance of Fast-Food Brands Regarding the Political Crisis of November 2020. Trends in the ICTs Toward Tourism, Hospitality and Gastronomy. editor / Jezreel Mejía ; Hector Cardona Reyes ; José Álvarez-García ; María de la Cruz del Río-Rama ; Rosse Marie Esparza-Huamanchumo. Springer Science and Business Media Deutschland GmbH, 2025. pp. 31-39 (Lecture Notes in Networks and Systems).

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title = "The Attitude of Peruvian Millennials Towards the Political Stance of Fast-Food Brands Regarding the Political Crisis of November 2020",

abstract = "Faced with the presidential vacancy of Martin Vizcarra, a scenario of political instability was generated that prompted Peruvians to participate in digital platforms to show their political position. In this context, this study compares the attitudes of Peruvian millennials towards the political stance of ten fast food brands in the face of the political crisis of November 2020. Hence, brand stances were classified into four: indifferent, mute, neutral and activist. A qualitative methodology was adopted and semi-structured interviews were conducted with 20 Peruvians, which revealed that it was important for brands to assume a position in the face of a crisis like the one in 2020. In the analysis, it was observed that there is no difference between a neutral or activist brand, as long as they express an opinion. The postures of the silent or indifferent brands did not significantly influence the consumption pattern of the participants.",

keywords = "brand activism, brand political position, brand purpose, millennials",

author = "Katherine Y{\'a}bar and Francisco Arbaiza",

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Yábar, K & Arbaiza, F 2025, The Attitude of Peruvian Millennials Towards the Political Stance of Fast-Food Brands Regarding the Political Crisis of November 2020. in J Mejía, H Cardona Reyes, J Álvarez-García, MDLC del Río-Rama & RM Esparza-Huamanchumo (eds), Trends in the ICTs Toward Tourism, Hospitality and Gastronomy. Lecture Notes in Networks and Systems, vol. 1451 LNNS, Springer Science and Business Media Deutschland GmbH, pp. 31-39, International Tourism, Hospitality and Gastronomy Congress, ITHGC 2022, La Molina, Peru, 27/10/22. https://doi.org/10.1007/978-3-031-93550-3_4

The Attitude of Peruvian Millennials Towards the Political Stance of Fast-Food Brands Regarding the Political Crisis of November 2020. / Yábar, Katherine; Arbaiza, Francisco.
Trends in the ICTs Toward Tourism, Hospitality and Gastronomy. ed. / Jezreel Mejía; Hector Cardona Reyes; José Álvarez-García; María de la Cruz del Río-Rama; Rosse Marie Esparza-Huamanchumo. Springer Science and Business Media Deutschland GmbH, 2025. p. 31-39 (Lecture Notes in Networks and Systems; Vol. 1451 LNNS).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - The Attitude of Peruvian Millennials Towards the Political Stance of Fast-Food Brands Regarding the Political Crisis of November 2020

AU - Yábar, Katherine

AU - Arbaiza, Francisco

N1 - Publisher Copyright: © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.

PY - 2025

Y1 - 2025

N2 - Faced with the presidential vacancy of Martin Vizcarra, a scenario of political instability was generated that prompted Peruvians to participate in digital platforms to show their political position. In this context, this study compares the attitudes of Peruvian millennials towards the political stance of ten fast food brands in the face of the political crisis of November 2020. Hence, brand stances were classified into four: indifferent, mute, neutral and activist. A qualitative methodology was adopted and semi-structured interviews were conducted with 20 Peruvians, which revealed that it was important for brands to assume a position in the face of a crisis like the one in 2020. In the analysis, it was observed that there is no difference between a neutral or activist brand, as long as they express an opinion. The postures of the silent or indifferent brands did not significantly influence the consumption pattern of the participants.

AB - Faced with the presidential vacancy of Martin Vizcarra, a scenario of political instability was generated that prompted Peruvians to participate in digital platforms to show their political position. In this context, this study compares the attitudes of Peruvian millennials towards the political stance of ten fast food brands in the face of the political crisis of November 2020. Hence, brand stances were classified into four: indifferent, mute, neutral and activist. A qualitative methodology was adopted and semi-structured interviews were conducted with 20 Peruvians, which revealed that it was important for brands to assume a position in the face of a crisis like the one in 2020. In the analysis, it was observed that there is no difference between a neutral or activist brand, as long as they express an opinion. The postures of the silent or indifferent brands did not significantly influence the consumption pattern of the participants.

KW - brand activism

KW - brand political position

KW - brand purpose

KW - millennials

UR - https://www.scopus.com/pages/publications/105013024086

U2 - 10.1007/978-3-031-93550-3_4

DO - 10.1007/978-3-031-93550-3_4

M3 - Contribución a la conferencia

AN - SCOPUS:105013024086

SN - 9783031935497

T3 - Lecture Notes in Networks and Systems

SP - 31

EP - 39

BT - Trends in the ICTs Toward Tourism, Hospitality and Gastronomy

A2 - Mejía, Jezreel

A2 - Cardona Reyes, Hector

A2 - Álvarez-García, José

A2 - del Río-Rama, María de la Cruz

A2 - Esparza-Huamanchumo, Rosse Marie

PB - Springer Science and Business Media Deutschland GmbH

T2 - International Tourism, Hospitality and Gastronomy Congress, ITHGC 2022

Y2 - 27 October 2022 through 28 October 2022

ER -

Yábar K, Arbaiza F. The Attitude of Peruvian Millennials Towards the Political Stance of Fast-Food Brands Regarding the Political Crisis of November 2020. In Mejía J, Cardona Reyes H, Álvarez-García J, del Río-Rama MDLC, Esparza-Huamanchumo RM, editors, Trends in the ICTs Toward Tourism, Hospitality and Gastronomy. Springer Science and Business Media Deutschland GmbH. 2025. p. 31-39. (Lecture Notes in Networks and Systems). doi: 10.1007/978-3-031-93550-3_4

The Attitude of Peruvian Millennials Towards the Political Stance of Fast-Food Brands Regarding the Political Crisis of November 2020

Abstract

Publication series

Conference

UN SDGs

Keywords

Access to Document

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