Gender-Based Food Stereotypes Among Turkish University Students

Abstract

Purpose: This study aims to investigate gendered meanings of food and its relationship with identity management for Turkish university students’ food practices and beliefs. Design/methodology/approach: Methodologically, both qualitative and quantitative approaches were used in this study as a complementary way. Data were collected from a total of 711 university students. Findings: Taken together, the findings strongly support gender-based food stereotypes as consistent with previous literature with some cultural variations. As another important finding, gendered associations of foods are stronger than those of non-alcoholic beverages among Turkish university students. Originality/value: In terms of original contribution, this study not only provides valuable information about young consumers’food beliefs and practices in terms of gender-based stereotypes and identity management, but also enriches the current literature, specifically focusing on Turkey, which has a completely different cultural background as compared to Europe, the USA and the Far East. To the best of authors’knowledge, this is the very first study on this subject specifically focusing on Turkish consumers’ gift-buying behaviors through the internet channel. © 2017, © Emerald Publishing Limited.