Gender-based food stereotypes among Turkish university students

Gender-based food stereotypes among Turkish university students PurposeThis study aims to investigate gendered meanings of food and its relationship with identity management for Turkish university students’ food practices and beliefs.Design/methodology/approachMethodologically, both qualitative and quantitative approaches were used in this study as a complementary way. Data were collected from a total of 711 university students.FindingsTaken 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/valueIn 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers: Insight and Ideas for Responsible Marketers Emerald Publishing

Gender-based food stereotypes among Turkish university students

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1747-3616
DOI
10.1108/YC-12-2016-00653
Publisher site
See Article on Publisher Site

Abstract

PurposeThis study aims to investigate gendered meanings of food and its relationship with identity management for Turkish university students’ food practices and beliefs.Design/methodology/approachMethodologically, both qualitative and quantitative approaches were used in this study as a complementary way. Data were collected from a total of 711 university students.FindingsTaken 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/valueIn 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.

Journal

Young Consumers: Insight and Ideas for Responsible MarketersEmerald Publishing

Published: Aug 21, 2017

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