The role of identity and gender in seafood cooking skills
ISSN: 0007-070X
Article publication date: 16 November 2020
Issue publication date: 5 February 2021
Abstract
Purpose
The purpose of this study was to explore whether consumers' confidence in cooking skills related to seafood differed across genders, and if such difference could be explained by the identity-relevance of seafood cooking for men.
Design/methodology/approach
Survey data was collected from a balanced sample of 515 Norwegian consumers.
Findings
The results showed that men (versus women) with high confidence in their seafood cooking skills have a lower preference for convenient seafood solutions, indicating that these men may be more reluctant to use food products that could hinder the cooking outcome being attributed to their cooking skills.
Originality/value
This study adds nuance to the understanding of male consumers as highly reliant on convenience products when cooking. More specifically, this study provides novel insight into how men function differently than women in relation to preparing seafood, suggesting that some men resist using convenient seafood solutions in order to express an identity as skillful in the kitchen.
Keywords
Citation
Wien, A., Alm, S. and Altintzoglou, T. (2021), "The role of identity and gender in seafood cooking skills", British Food Journal, Vol. 123 No. 3, pp. 1155-1169. https://doi.org/10.1108/BFJ-11-2019-0835
Publisher
:Emerald Publishing Limited
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