JOURNAL OF INTERNATIONAL CONSUMER MARKETING, vol.33, no.2, pp.209-225, 2021 (ESCI)
Article / Article
JOURNAL OF INTERNATIONAL CONSUMER MARKETING
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Gender-based food stereotypes, food consumption intentions, masculine and feminine foods, millennial consumers, cross-cultural food stereotypes, BODY-IMAGE, SOCIAL FACILITATION, IMPRESSION MANAGEMENT, SELF-PRESENTATION, WOMEN, MEN, ATTITUDES, PERCEPTIONS, IDENTITY, IMPLICIT
Ondokuz Mayıs University Affiliated:
This study aims to investigate (1) whether the perception of gender-based food stereotypes exits among millennial consumers of two different cultures and (2) the impact of gender and culture on the relationship between gender-based food stereotypes and food consumption intentions. The data was collected from college students in Turkey and the U.S. The results show that respondents perceive certain foods as masculine and feminine, but the degree of masculinity or femininity and food consumption intentions differs by gender and country. The findings of this research can help global marketers to design strategies for food products.