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, cilt.33, sa.2, ss.209-225, 2021 (ESCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 33 Sayı: 2
  • Basım Tarihi: 2021
  • Doi Numarası: 10.1080/08961530.2020.1771644
  • Dergi Adı: JOURNAL OF INTERNATIONAL CONSUMER MARKETING
  • Derginin Tarandığı İndeksler: 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
  • Sayfa Sayıları: ss.209-225
  • Anahtar Kelimeler: 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 Üniversitesi Adresli: Evet

Özet

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.