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This introduction provides an overview of the themes and chapters of this volume.

The chapters present original qualitative and quantitative research illustrating the complex relationship between gender and food. The need to understand the relationship intersectionally and in historical context is apparent and provisioning as caring emerges as a major theme.

Food is a human right yet it is not always and everywhere available and when it is not always humanly produced and healthful. The fact that food production and consumption is gendered cannot be ignored in the quest for feeding our planet.

The chapter and the volume are intended to illustrate some of the many ways that food and gender are related and to encourage gender scholars to continue to pay attention to food research.

The chapter investigates factors shaping convenience orientation in the 21st century as well as present-day barriers to the consumption of food and non-food convenience products.

A qualitative research approach with two kinds of data triangulation is used. Multiple key informants (marketing managers and consumers) allow a consideration from different angles and multiple methodologies (in-depth and focus group interviews) help to gain deeper insights into the topic.

Convenience orientation comprises dimensions that were previously not considered in marketing research. In addition to the known factors time and effort saving, consumers buy convenience products because of the flexibility they provide. Moreover, concerns for health, environment, and quality are important barriers that prevent consumers from buying and consuming convenience products.

Our results suggest that factors increasing and decreasing convenience consumption depend at least partly on the product category. Future research should integrate various other product groups to further explore domain-specific convenience orientation.

The conceptualization of convenience orientation offers important implications for new product development as well as for the design of the marketing mix. For instance, existing barriers could be overcome by improving transparency or meeting environmental concerns.

The chapter reveals the factors shaping the consumption of convenience products. The presented findings are important to academics researching convenience consumption and practitioners producing and distributing convenience products.

Previous research has concluded that there is consumer desire for nutrition information to be provided on restaurant menu items and restaurant customers presented with this information will make healthier menu choices (Mills & Thomas, 2008). Limited research has been performed in a restaurant setting measuring real rather than intended behavior. The purpose of this research experiment is to measure consumer response, in a full-service restaurant setting, to nutrition information on menu items and subsequently determine if consumers will use this information in their menu item choice. An experiment was conducted with 264 restaurant customers at a full-service a la carte restaurant. Customers chose from menu items labeled with or without a Healthy Choice® label. A logistic regression model was used to predict whether people would choose Healthy Choice menu items. Fifty-four percent of restaurant customers chose the healthy choice menu item. The logistic regression confirms that those people who desire nutrition information also use this information in their menu choice. The study concludes with recommendations for the industry on directing consumer menu choice toward healthier items.

This chapter explores food culture in social media. It focuses in particular on the affordances offered by social media platforms to create, develop and negotiate individual digital identities, which mediate personal, social and professional relationships with and investment in food, nurture and wellbeing. It examines the adoption of specific social media platforms for commercial and societal use, as well as the significant impact that the digitally curated food culture identities of influential others such as celebrity chefs, food bloggers, lifestyle gurus and self-styled ‘experts’ can have on their followers. There is, for example, Twitter’s role as a monitor of food choice decisions and a data source for food-related consumer behaviour research, and the use of Instagram by brands and companies in contrast to Facebook’s deployment as a community‑building social media tool where interest groups can share information, views and mutual support. The photogenic, young female lifestyle guru is the object of special scrutiny in which the apparent effortlessness with which they have achieved the self they present and their legitimacy to pronounce on health and nutrition is called into question. Finally, the chapter does not offer comprehensive nor conclusive findings on the experiences and exchanges depicted here which develop an overview of social media food cultures. Rather, it presents a flavour of the complex nexus of issues surrounding engagement with the topic in terms of reflections on society itself and on the role such interactions play in the creation of self-identity.

Tourism is a key source of income to South Africa. Food and beverages is a key part of tourism and the literature reveals that tourists spend up to a quarter of their budget on cuisine. South Africa has, however, been rated as the least-prepared culinary travel destination and the travel destination with the greatest potential for growth. Therefore, a segmentation taxonomy based on culinary preferences of international tourists to South Africa is put forth which can be used to prepare South Africa as a culinary travel destination. The 627 international tourists surveyed were divided into five segments with the use of factor analyses, t-tests, Spearman rank correlations and analysis of variance. The segments were named conservationists, experience seekers, devotees, explorers and socialisers (CEDES taxonomy). Multiple results and implications are discussed in the paper.

India's dynamic turn toward globalization brings new eating practices driven by desires for status and convenience. Traditional expectations of women as keepers of domestic culture persist as fears of a possible loss of Indianness are projected onto women. In the reflexive identity processes of urban middle-class Hindu women, new normative beauty ideals are often impossible to attain, resulting in Western-style food-related health problems. Awareness of these risks may be deflected by matrimonial, body image, and time pressures, as depicted in a preliminary model of food globalization and women's identities.

Reducing food-related greenhouse gas emissions is one of the major tasks in the future, as food causes one-third of global emissions. Influencing customers' purchasing decisions towards low-carbon food is thus decisive. Nudging has been proven to be an adequate mechanism to influence people towards sustainable food choices. Another relatively new approach is boosting, which promotes people's education, inducing autonomous decision-making. In the context of sustainable food, research on nudging and boosting is still at the beginning. Therefore, this chapter conducts a systematic literature review to identify, classify and assess the potential of cognitively oriented nudges and boosts towards sustainable food choices. The sample consists of 217 English-speaking papers published between 2011 and 2021. After three filtering steps, 21 scientific journal publications remained in the data extraction form. All articles are field experiments, comprising descriptive labelling, evaluative labelling, and visibility enhancements. The analysis shows that menu restructurings (e.g. placing a vegetarian option on the top of the menu) in restaurants are the most effective intervention to reshape customers' demands. Evaluative labels (e.g. traffic-light labels on the menu or product packaging) are the second most effective measure. They help people understand eco-related information and thus make better decisions. The effect of descriptive labels seemed small, as they provide no meaningful frame assisting people in processing the data. In conclusion, the research recommends applying cognitively oriented nudges and boosts to promote sustainable food choices and deduces practical implications for appropriate implementation and marketing.

The purpose of this chapter is to present an economic perspective of how understanding individual decision-making can be impacted by transactional costs, and benefits in the context of gastronomic tourism. This chapter broadly discusses observable and perceived information search, bargaining and decision, policing and enforcement costs, and benefits in the context of gastronomic tourism in India. The proposed framework incorporates elements of Indian gastronomic offerings for tourists. Implications are discussed for future research and in the backdrop of the post-COVID-19 crisis.

This chapter identifies issues in the development and marketing of culinary tourism experiences with the goal of determining the value of collaborative forms of product development and marketing.

A literature review examines approaches to marketing of culinary experiences identifying a gap in the study of collaborative approaches such as networking, partnering, and alliances. A case study investigates these themes.

Through the analysis of an in-depth case study of an experiential culinary tourism event in a small city in Eastern Canada (a Restaurant Week) it is determined that informal collaboration in the form of partnership is essential to building and marketing collaborative culinary tourism products and experiences.

This investigation has value for academics studying culinary tourism development and for practitioners implementing collaborative forms of the development and marketing of such tourism offerings and experience.

In the context of culinary tourism, a case study illustrates the value of collaboration in developing and marketing experiential culinary products. Findings indicate informal collaborative partnerships are essential to building and marketing culinary tourism products and experiences, addressing a gap in the literature and providing value for practitioners.