Investigation of restaurant preference in terms of gender role, Turkey sample

Year 2023, Volume: 5 Issue: 2, 159 - 166, 04.01.2024

Pınar Şenel

https://doi.org/10.48119/toleho.1393799

Abstract

Gender roles develop depending on the social, cultural, and economic environment. Although these roles are independent of gender, they emerged from roles assigned to different genders in history. There are many researches that investigate the relationship between gender roles and consumer behavior. On the other hand, a study investigating gender roles in terms of restaurant and beverage business type preference has not been found in the literature. The research aims to investigate restaurant and beverage business type preferences within the scope of gender roles. In the study, data were collected from 160 people living in Eskişehir province by survey method. As a result of the research, it was found that the preference for the type of beverage business differs about the gender roles.

Keywords

Gender, Gender Roles, Consumer Behavior, Restaurant Preference.

References

• Ahn, J. (2023). Individual characteristics linking cognitive, affective, and conative mechanisms among vegetarian restaurant customers. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-03-2023-0208
• Adams, C. J. (1991). The sexual politics of meat. Boulder: Westview Press.
• Arsenijevich, N. (2014). The women's movement and the rise of ındustrial food production in America: A symbiotic relationship? Unpublished Master Thesis. York University, Toronto, Canada.
• Auster, C. J., & Ohm, S. C. (2000). Masculinity and femininity in contemporary American society: A reevaluation using the Bem Sex-Role Inventory. Sex Roles, 43 (7), pp. 499-528.
• Avery, J. (2012). Defending the markers of masculinity: Consumer resistance to brand gender-bending. International Journal of Research in Marketing, 29 (4), pp.322-336.
• Bem, S. L. (1974). The measurement of psychological androgyny. Journal of consulting and clinical psychology, 42(2), pp.155-162.
• Bem, S. L., & Lenney, E. (1976). Sex typing and the avoidance of cross-sex behavior. Journal of personality and social psychology, 33 (1), pp.48-54.
• Bem, S. L., Martyna, W., & Watson, C. (1976). Sex typing and androgyny: Further explorations of the expressive domain. Journal of Personality and social Psychology, 34 (5), pp.1016-1023.
• Chaiken, S., & Pliner, P. (1987). Women, but not men, are what they eat: The effect of meal size and gender on perceived femininity and masculinity. Personality and Social Psychology Bulletin, 13(2), pp. 166-176.
• Capraro, R. L. (2000). Why college men drink: Alcohol, adventure, and the paradox of masculinity. Journal of American College Health, 48 (6), pp.307-315.
• Carter, C. (2011). Sex/gender and the media: From sex roles to social construction and beyond. In K. Ross (Ed.), The handbook of gender, sex, and media, pp. 363-382.USA: John Wiley & Sons.
• Cavazza, N, Guidetti, M., & Butera, F. (2015). Ingredients of gender-based stereotypes about food. Indirect influence of food type, portion size and presentation on gendered intentions to eat. Appetite, 91, pp. 266–72.
• Chia, R. C., Moore, J. L., Lam, K. N., Chuang, C. J., & Cheng, B. S. (1994). Cultural differences in gender role attitudes between Chinese and American students. Sex roles, 31(1), pp. 23-30.
• Cairns, K., & Johnston, J. (2015). Food and femininity. London:Bloomsbury Publishing.
• Constantinople, A. (1973). Masculinity-femininity: An exception to the famous dictum. Psychological Bulletin, 80, pp.389-407.
• Counihan, C. M. (2018). The anthropology of food and body: Gender, meaning, and power. New York: Routledge. Demirgül, F. (2018). Çadırdan saraya Türk mutfağı. Uluslararası Türk dünyası turizm araştırmaları dergisi, 3(1), pp.105-125.
• Edwards, T. (2004). Cultures of masculinity. New York:Routledge.
• Felix, R., Gonzalez, E. M., Castano, R., Carrete, L., & Gretz, R. T. (2021). When the green in green packaging backfires: Gender effects and perceived masculinity of environmentally friendly products. International Journal of Consumer Studies, 46, pp.925-943.
• Flora, C. B., Livingston, M., Honyestewa, I., & Koiyaquaptewa, H. (2009). Understanding access to and use of traditional foods by Hopi women. Journal of Hunger & Environmental Nutrition, 4 (2), pp. 158-171.
• Fröhlich, R. (2010). Research note: The coverage of war: Do women matter? A longitudinal content analysis of broadsheets in Germany. European Journal of Communication, 25 (1), 59-68.
• K Garber, A., & H Lustig, R. (2011). Is fast food addictive?. Current Drug Abuse Reviews, 4 (3), pp.146-162.
• Garcia, S. C., Sanzari, C. M., Blau, L. E., Coffino, J. A., & Hormes, J. M. (2023). Stigmatization of binge eating disorder in men: Implicit associations with weight status and femininity. Eating Behaviors, 49, pp.101733. https://doi. org/10.1016/j.eatbeh.2023.101733
• Gasiorowska, A., Folwarczny, M., Tan, L. K., & Otterbring, T. (2023). Delicate dining with a date and burger binging with buddies: impression management across social settings and consumers’ preferences for masculine or feminine foods. Frontiers in Nutrition, 10, pp.1127409. http://dx.doi. org/10.3389/fnut.2023.1127409
• Greenebaum, J., & Dexter, B. (2018). Vegan men and hybrid masculinity. Journal of Gender Studies, 27 (6), pp.637-648.
• Gueguen, N., & Petr, C. (2006). Odors and consumer behavior in a restaurant. International Journal of Hospitality Management, 25 (2), pp.335-339.
• Hartmann, T., & Klimmt, C. (2006). Gender and computer games: Exploring females’ dislikes. Journal of Computer- Mediated Communication, 11 (4), 910-931.
• Jaffe, L. J. & Berger, P. D. (1988). Impact on purchase intent of sex-role identity and product positioning. Psychology & Marketing, 5 (3), pp.259-271.
• Johns, N., & Pine, R. (2002). Consumer behaviour in the food service industry: a review. International Journal of Hospitality Management, 21(2), pp.119-134.
• Jones, W. H., Chernovetz, M. E. O., & Hansson, R. O. (1978). The enigma of androgyny: Differential implications for males and females? Journal of Consulting and Clinical Psychology, 46, pp.298-313.
• Kausar, R., Malik, S. A., & Akram, B. (2014). Effects and outcome of service quality and consumer attitudes towards restaurant brands: a study of fine dining restaurants in Pakistan. International Journal of Hospitality and Event Management, 1 (2), pp. 187-202.
• Kimura, A., Wada, Y., Goto, S. I., Tsuzuki, D., Cai, D., Oka, T., & Dan, I. (2009). Implicit gender-based food stereotypes. Semantic priming experiments on young Japanese. Appetite, 52 (2), pp. 521-524.
• Kline, P. (1994). An easy guide to factor analysis. New York: Routledge.
• Leer, J. (2016). What's cooking, man? Masculinity in European cooking shows after The Naked Chef. Feminist Review, 114 (1), pp.72-90.
• Leyshon, M. (2008). ‘We’re stuck in the corner’: Young women, embodiment and drinking in the countryside. Drugs: Education, Prevention and Policy, 15 (3), pp.267-289.
• Lockwood, A. (2021). Vegan studies and gender studies. In L. Wright (Ed.), The Routledge Handbook of Vegan Studies, pp. 295-305. London: Routledge
• Marshall, N. L., Robeson, W. W., & Keefe, N. (1999). Gender Equity in Early Childhood Education. Young Children, 54 (4), pp. 9-13.
• Marshall, T. C. (2008). Cultural differences in intimacy: The influence of gender-role ideology and individualism— collectivism. Journal of Social and Personal Relationships, 25 (1), pp.143-168.
• Mastin, T., Coe, A., Hamilton, S., & Tarr, S. (2004). Product purchase decision-making behavior and gender role stereotypes: A content analysis of advertisements in Essence and Ladies’ Home Journal, 1990–1999. Howard Journal of Communications, 15 (4), pp.229-243.
• Mori, D., Chaiken, S., & Pliner, P. (1987). " Eating lightly" and the self-presentation of femininity. Journal of Personality and Social Psychology, 53 (4), pp. 693-702
• Murnen, S. K., & Smolak, L. (1997). Femininity, masculinity, and disordered eating: A meta‐analytic review. International Journal of Eating Disorders, 22(3), pp.231-242.
• Navarrete, C. D., & Fessler, D. (2003). Meat is good to taboo: Dietary proscriptions as a product of the interaction of psychological mechanisms and social processes. Journal of Cognition and Culture, 3 (1), pp.1-40.
• Neale, L., Robbie, R., & Martin, B. (2016). Gender identity and brand incongruence: When in doubt, pursue masculinity. Journal of Strategic Marketing, 24 (5), pp.347-359.
• Nibert, D. (2013). Animal oppression and human violence: Domesecration, capitalism, and global conflict. New York: Columbia University Press.
• O’Doherty Jensen, K., & Holm, L. (1999). Preferences, quantities and concerns: socio-cultural perspectives on the gendered consumption of foods. European Journal of Clinical Nutrition, 53, pp.351-359.
• Özkan, T., & Lajunen, T. (2005). Masculinity, femininity, and the Bem sex role inventory in Turkey. Sex Roles, 52, pp.103-110.
• Oakley, L. D. (1986). Marital status, gender role attitude, and black women's report of depression. Journal of National Black Nurses' Association: JNBNA, 1 (1), pp.41-51.
• Palan K. M (2001). Gender identity in consumer behavior reserach: A literature review and research agenda. Academy of Marketing Science, 10, pp.1-24.
• Parelius, A. P. (1975). Emerging sex-role attitudes, expectations, and strains among college women. Journal of Marriage and the Family, 37 (1), pp.146-153.
• Parsa, H., Gregory, A., Self, J., & Dutta, K. (2012). Consumer behaviour in restaurants: Assessing the importance of restaurant attributes in consumer patronage and willingness to pay. In H. G. Parsa, K, Dutta, D. Nijte (eds.), Hospitality Marketing and Consumer Behavior: Creating Memorable Experiences (pp. 211-239). New York: Apple Academic Press.
• Potts, A., & Parry, J. (2010) Vegan sexuality: Challenging heteronormative masculinity through meat-free sex. Feminism & Psychology, 20, pp.53–72.
• Risman, B. J., & Davis, G. (2013). From sex roles to gender structure. Current Sociology, 61 (5-6), pp. 733-755.
• Rothgerber, H. (2013). Real men don’t eat (vegetable) quiche: Masculinity and the justification of meat consumption. Psychology of Men & Masculinity, 14 (4), pp.363-375.
• Rozin, P. Hormes, J. M. Faith, M. S, & Wansink, B. (2012). Is meat male? A quantitative multimethod framework to establish metaphoric relationships. Journal of Consumer Research, 39 (3), pp.629-643.
• Ruby, M. B, & Heine, S. J. (2011). Meat, morals, and masculinity. Appetite, 56 (2), pp.447-450.
• Schlosser, E. (2012). Fast food nation: The dark side of the all-American meal. USA: Houghton Mifflin Harcourt.
• Schroeder, J. E., & Zwick, D. (2004). Mirrors of masculinity: Representation and identity in advertising images. Consumption Markets & Culture, 7 (1), pp.21-52.
• Sobal, J. (2005). Men, meat, and marriage: Models of masculinity. Food and foodways, 13 (1-2), pp.135-158.
• Spence, J. T., & Helmreich, R. L. (1978). Masculinity and femininity: Their psychological dimensions, correlates, and antecedents. Austin: University of Texas Press.
• Stice, E. & Bearman, S. K. (2001). Body-image and eating disturbances prospectively predict increases in depressive symptoms in adolescent girls: a growth curve analysis. Developmental Psychology, 37 (5), pp. 597-607.
• Sulek, J. M., & Hensley, R. L. (2004). The relative importance of food, atmosphere, and fairness of wait: The case of a full-service restaurant. Cornell hotel and restaurant administration Quarterly, 45 (3), pp.235-247.
• Swenson, R. (2009). Domestic divo? Televised treatments of masculinity, femininity and food. Critical Studies in Media Communication, 26 (1), pp.36-53.
• Twenge, J. M. (1997). Attitudes toward women, 1970– 1995: A meta‐analysis. Psychology of Women Quarterly, 21 (1), pp.35-51.
• Ulrich, I., & Tissier-Desbordes, E. (2018). “A feminine brand? Never!” Brands as gender threats for “resistant” masculinities. Qualitative Market Research: An International Journal, 21 (3), pp. 274-295.
• Van de Vijver, F. J. (2007). Cultural and gender differences in gender-role beliefs, sharing household task and child-care responsibilities, and well-being among immigrants and majority members in the Netherlands. Sex Roles, 57(11), pp.813-824.
• Waitt, G., Jessop, L., & Gorman-Murray, A. (2011). ‘The guys in there just expect to be laid’: Embodied and gendered socio-spatial practices of a ‘night out’in Wollongong, Australia. Gender, Place and Culture, 18 (02), pp.255-275.
• Wertheim-Heck, S. C., & Raneri, J. E. (2020). Food policy and the unruliness of consumption: An intergenerational social practice approach to uncover transforming food consumption in modernizing Hanoi, Vietnam. Global Food Security, 26, pp.100418. http://dx.doi.org/10.1016/j. gfs.2020.100418
• Willard, B. E. 2002. The American story of meat: Discursive influences on cultural eating practice. Journal of Popular Culture, 36 (1), pp.105–118.
• Wright, L. (2020). Vegan studies as ecofeminist intervention. Ecozon@: European Journal of Literature, Culture and Environment, 11 (2), pp.101-108.
• Worth, L. T, Smith, J. & Mackie, D. M. (1992). Gender schematicity and preference for gender typed products. Psychology & Marketing, 9 (1), pp.17-30.