A Cross-Cultural Analysis of Gender-Based Food Stereotypes and Consumption Intentions among Millennial Consumers

Ekebas-Turedi C., Çilingir Ük Z., Basfirinci C., Pinar M.

JOURNAL OF INTERNATIONAL CONSUMER MARKETING, vol.33, no.2, pp.209-225, 2021 (ESCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 33 Issue: 2
  • Publication Date: 2021
  • Doi Number: 10.1080/08961530.2020.1771644
  • Journal Name: JOURNAL OF INTERNATIONAL CONSUMER MARKETING
  • Journal Indexes: Emerging Sources Citation Index (ESCI), Scopus, Academic Search Premier, IBZ Online, ABI/INFORM, Business Source Elite, Business Source Premier, CAB Abstracts, Communication & Mass Media Index, Food Science & Technology Abstracts, Hospitality & Tourism Complete, Hospitality & Tourism Index, Psycinfo
  • Page Numbers: pp.209-225
  • Keywords: 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: Yes

Abstract

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.