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This paper aims to investigate cross-gender effects of gender stereotypes in advertising. More specifically, it proposes that the negative effects found in studies of women’s reactions to stereotyped female portrayals should hold across gender portrayal and target audience gender.

In two experimental studies, the effects of stereotyped portrayals (vs non-stereotyped portrayals) across gender are compared.

The results show that advertising portrayals of women and men have a presumed negative influence on others, leading to higher levels of ad reactance, which has a negative impact on brand-related effects across model and participant gender, and for gender stereotypes in terms of physical characteristics and roles.

Whereas previous studies have focused on reactions of women to female stereotypes, the current paper suggests that women and men alike react negatively to stereotyped portrayals of other genders.

The results indicate that marketers can benefit from adapting a more mindful approach to the portrayals of gender used in advertising.

The addition of a cross-gender perspective to the literature on gender stereotypes in advertising is a key contribution to this literature.

Buying behavior has been significantly altered by technological developments as a result of the rise of the Internet. Online buying behavior is also inextricably linked to electronic payment systems, such as credit cards. This paper investigates how credit-card systems and online shopping increases compulsive buying of female and male consumers.

In the current study, the authors tested the influence of credit card possession and the role of Internet shopping on gender differences in compulsive buying in a representative German sample (n = 1,038). Binary logistic regression analysis and moderator analysis were applied.

As predicted, Internet shopping increased compulsive buying, but the association was the same for females and males. Further, credit card possession moderated the effect of gender on compulsive buying, with females showing a higher proneness to compulsive buying.

This research, which is based on a representative population study, contributes to the understanding of the role of credit cards and the one of online shopping in developing compulsive buying patterns among female and male consumers.

With rapidly changing marketing landscape, nowadays, the formulation of various marketing strategies is increasingly focused on how consumers tend to make decisions. To meet the highly demanding consumer expectations, market segmentation can be used as an important marketing strategy. Due to gender marketing concept familiarity in the contemporary world, gender difference is one of the reference features in the process of market segmentation for marketers. This research is aimed to examine various determining factors that foster consumer purchase decision-making and the differences between consumers of different genders while making shopping and purchase decisions with special reference to an emerging economy, i.e. Pakistan.

Based on a cross-sectional sample of 367 consumers, the study adapted Sproles and Kendall's (1986) Consumer Style Inventory (CSI) to scrutinize the decision-making of both genders in Pakistan. For data analysis, the exploratory and confirmatory factor analysis in addition to the structural equation modeling has been used.

The study emphasized that, with the exception of quality awareness, brand consciousness, fashion consciousness, option overload and price consciousness greatly affect buying decisions. In addition, when it comes to consumer purchase decision-making, significant gender variations were discovered for both fashion consciousness and price consciousness.

Drawing upon the distinctive cultural characteristics of Pakistan and its people, in-depth research was conducted on purchasing behaviors of Pakistani consumers and the decision-making characteristics of customers of different genders were summarized. The outcomes are expected to make a significant contribution to the field of gender marketing by organizations.

Dairy products are an essential part of a healthy diet, and dairy is an emerging food industry in China. Meanwhile, the dairy industry is one of the “disaster zones” with quality and safety issues occurring more frequently in its supply chain than in others. Based on qualitative research focused on consumers in the Northwest and South of China, the present study aims to understand and provide information on consumer perception of food safety in dairy products.

Nine focus group interviews were carried out from January to April 2018. Altogether, 61 participants (24 males, 37 females, aged 18–60 years) were recruited in four cities. Qualitative content analysis of the data was conducted using Nvivo version 11.4.0.

A high concern with the safety of dairy products is widespread, particularly among participants with children, who are especially worried about the safety of dairy products. High prevalence of food safety incidents causes consumers to lower their confidence in food safety, and make them pay more attention to the news about food safety incidents. Consumers tend to become less sensitive to price, focusing more on food safety and quality, while purchasing dairy products. Brand and purchase venue are the most important indicators for consumers to determine the quality of dairy products. Safety certification becomes increasingly important.

It has some limitations. The focus group interviews covered different two regions (Northwest and South of China). However, the number of focus groups was limited to nine because of budget constraints. The participants come from Northwest and South of the country, which means that the findings may not apply for another area of the country. A more representative sampling with a larger sample size would be necessary to increase the validity of the study. However, the results can serve as input for further research.

This paper explores the Chinese consumers' perception of food safety and dairy products, consumers' behaviour concerning dairy products based on focus group interviews with consumers. This study offers valuable insights to members of academia, food suppliers and policy-makers.

Carp is a traditional aquaculture fish with decreasing relevance in European markets. Despite this, it is a protein source which could contribute to the worldwide protein supply. Traditional carp ponds are part of human cultural heritage with high relevance for biodiversity. But, market shares of carp are small compared to other seafood market, mainly due to low consumer demand. The aim of this research was to contribute to the discussion on how to increase demand for carp by testing the acceptance of selected preprocessed carp products.

A quantitative online survey was conducted in Germany and Poland with the aim of identifying consumers' attitudes towards carp and carp products. On this basis recommendations on how to best market carp products are developed.

Carp is perceived to be a fish eaten primarily at Christmas and New Year's Eve and to be difficult to prepare. The analyses reveal that a potential for novel carp products does exist in Germany and in Poland. The wider introduction of a bonecut filet to the market, a better availability of carp products, and the avoidance of off-flavors are important prerequisites for higher market relevance of carp.

In this research consumer preferences were elicited “theoretically” by showing pictures of carp products and asking them for their preferences. In this regard, the results presented here state a general consumer interest and a potential for new carp products. Further research, integrating product tastings might give additional information on the likely success of new types of carp products.

In order to let people know about the new products and at the same time to combat the sometimes existent bad image of carp, product tastings, also in combination with information regarding local origin and environmental/cultural impact, should be offered at the point of sale.

Carp is a highly sustainable fish and offers a valuable protein source for human consumption. But, in its common ways of market presentation it is not highly appreciated by consumers. This paper demonstrates options of overcoming this situation.

The COVID-19 has brought with it valuable opportunities for the retail sector. Notably, online channels have assumed a key role for businesses that can rely less on physical channels due to the pandemic's restrictions. Within this context, the study aims to identify the main antecedents leading to the formation of the male and female customers' continuance intention of using online food delivery services (OFDS) in the restaurant industry.

A web-based self-completion survey and a subsequent structural equation modelling have been employed on a sample of 360 participants.

Findings reveal that perceived healthiness, quarantine procedures, perceived hygiene, perceived ease of app use and attitude significantly influence continuance intention. Moreover, the moderator analysis corroborates that male consumers' continuance intention is mainly influenced by perceived healthiness, quarantine procedures and perceived hygiene. Conversely, female customers' continuance intention is predicated on perceived healthiness and attitude.

Although the adoption of a sample of young customers (18–29 years) guarantees good research internal validity, findings are not generalizable.

The study provides valuable contributions for restaurants related to the (1) creation/management of their own OFDS platforms; (2) selection of the right third-party platforms.

The paper is one of the first studies examining the predictors impacting on customers' OFDS continuance intention in the COVID-19 context by also focusing on gender differences.

This study aimed to investigate the gendered nature of craft beer (CB) consumption in Italy and Germany.

Data were collected through online surveys in Italy (N = 210) and Germany (N = 211). Based on an enhanced version of the theory of planned behaviour, mean value difference tests and moderated regression analyses with gender as a moderator were performed to test gender effects on CB consumption behaviour.

The study results provide evidence that the gap in CB consumption behaviour is not very pronounced. In the German sample, gender did not moderate the effects of the model components on behavioural intent. However, the study found significant mean differences in all model variables. In the Italian sample, gender moderated the effects of several components of the theory of planned behaviour on behavioural intention. Hence, CB consumption appears to represent an opportunity for Italian women to negotiate their womanhood in a historically masculine-dominated space.

The limitations of these data are the focus on two specific countries, the use of small-sized samples and the prediction of behavioural intentions instead of actual behaviour.

The study may help marketing managers develop appropriate marketing strategies based on a better understanding of gender-specific needs in CB consumption.

This investigation provides the first comparative analysis of gender-specific behavioural patterns in CB consumption in two European countries characterised by notably different beer cultures.

This study aims to achieve three objectives: to explore the perception of consumers about supersized foods (in both pre- and post-consumption scenarios), to identify why consumers prefer supersized options over other available options and to determine the types of situations that push consumers to make such decisions.

This qualitative study uses the triangulation of projective methods, coupled with semi-structured interviews with 120 participants. The data was collected from major cities of Pakistan, using a convenient sample of 25 semi-structured interviews, 35 narratives and 60 sentence completions and constructions analyzed by performing thematic analysis.

The findings indicate that the antecedents of the purchase of supersized food include price/quantity trade-off, hunger, liking and the social setting of consumption. Such purchase decisions also lead to consequences such as saving after purchase, health concerns, food waste, guilt and satisfaction. The findings also reveal the factors that play a dual role of an antecedent and a consequence: sharing, social status, quantity and leisure time.

The knowledge of factors that make consumers select supersized foods can help marketers design deals that can control overconsumption and food waste. Instead of only focusing on the motivations behind the purchase of supersized foods, the authors also discuss the aspects of food purchase and consumption.

This study advances the literature on purchase decision, consumption and post-consumption of supersized foods, providing insights for food retailers, regulators and policymakers.

¿Cuándo y por qué los consumidores eligen alimentos de gran tamaño?

Este estudio busca alcanzar tres objetivos: 1) explorar la percepción de los consumidores sobre los alimentos de gran tamaño (tanto en escenarios previos como posteriores al consumo), 2) identificar por qué los consumidores prefieren las opciones de gran tamaño sobre otras opciones disponibles, y 3) determinar qué tipo de situaciones empujan a los consumidores a tomar tales decisiones.

Este estudio cualitativo emplea la triangulación de métodos proyectivos, junto con entrevistas semiestructuradas con 120 participantes. Los datos se recopilaron en las principales ciudades de Pakistán, utilizando una muestra conveniente de 25 entrevistas semiestructuradas, 35 narraciones y 60 terminaciones y construcciones de frases analizadas mediante la realización de un análisis temático.

Los resultados indican que los antecedentes de la compra de alimentos de gran tamaño incluyen la relación precio/cantidad, el hambre, el gusto y el entorno social del consumo. Estas decisiones de compra también conllevan consecuencias como el ahorro después de la compra, la preocupación por la salud, el desperdicio de alimentos, el sentimiento de culpa y la satisfacción. Los resultados también revelan los factores que desempeñan un doble papel de antecedente y consecuencia: compartir, estatus social, cantidad y tiempo de ocio.

El conocimiento de los factores que hacen que los consumidores seleccionen alimentos de gran tamaño puede ayudar a los responsables de marketing a diseñar ofertas que puedan controlar el consumo excesivo y el desperdicio de alimentos. En lugar de centrarse únicamente en las motivaciones que subyacen a la compra de alimentos de mayor tamaño, los autores también analizan los aspectos de la compra y el consumo de alimentos.

Este estudio supone un avance en la literatura sobre la decisión de compra, el consumo y el posconsumo de los alimentos de gran tamaño, proporcionando información a los minoristas de alimentos, a los reguladores y a los responsables políticos.

Gran tamaño, Alimentos de gran tamaño, Consumo de alimentos, Estudio cualitativo, Técnicas proyectivas

Investigación

消费者何时以及为何选择超大号食品？

本研究旨在实现三个目标。1）探索消费者对超大号食品的认知看法（在消费前和消费后的场景下）, 2）确定消费者为什么喜欢超大号食品而不是其他现有选择, 以及3）确定促使消费者做出这种决定的情况类型。

这项定性研究采用了投射方法中的的三角测量, 以及对120名参与者的半结构化访谈。这些数据是从巴基斯坦的主要城市收集的, 研究者使用了一个方便性样本, 其中包括25个半结构式访谈, 35个叙述, 以及60个句子的完成和结构。这些数据通过主题分析来进行解析。

研究结果表明, 购买超大号食品的前因包括价格/数量的权衡、饥饿感、喜好和消费的社会环境。这样的购买决定也导致了购买后的节省、健康问题、食物浪费、内疚和满足感等后果。研究结果还揭示了几个即是前因又是结果的双角色因素：分享、社会地位、数量和休闲时间。

了解促使消费者选择超大号食品的因素可以帮助营销人员设计能够控制过度消费和食品浪费的交易。作者不仅仅关注了购买超大号食品背后的动机, 还讨论了食品购买和消费的各个方面。

这项研究推进了关于超大食品的购买决策、消费和消费后的文献, 为食品零售商、监管者和政策制定者提供了见解。

关键词 超大, 超大食品, 食品消费, 定性研究, 投射技术

文章类型： 研究型论文

Apples have always been considered a healthy product able to provide curative properties to consumers. In Italy, there is a long tradition of apple consumption and production both as a fresh product and as processed food. However, as with many other products, the consumption of fruits and vegetables and, more specifically apples, has been drastically affected by the first lockdown in 2020. In this project, the authors investigate whether the change in consumption habits had long-lasting consequences beyond 2020 and what are the main eating motivations, food-related behavior and socio-demographic affecting the consumption of fruits and vegetables after the pandemic.

The authors ran two online surveys with 1,000 Italian consumers across a year (from October 2021 to December 2022). In the study, participants answered questions about their consumption habits and their eating motives. Out of 1,000 consumers, the authors included in the final analysis only the participants who answered both surveys, leaving a final sample of 651 consumers.

The results show that participants have allocated more budget to fruit and vegetables after the lockdown than before it. Moreover, consumers reported an average increase in the consumption of apples. However, the increase was more pronounced for people aged between 30 and 50 years old and identified as female. After showing the difference across time, a cluster analysis identified three main segments that differ in their eating motives, place of purchase and area of residence.

Overall, the results contribute to a better understanding of how the global pandemic is still affecting people's daily life. Moreover, the findings can be used to guide the marketing and communication strategies of companies in the food sector.

To the best of the authors' knowledge, this is the first study that investigates changes in the consumption of fruits and vegetables, and, more specifically, apples, in Italy more than one year after the beginning of the COVID-19 pandemic. Moreover, the study proposes a classification of consumers based on their habits in a time frame during which the COVID-19 wave was at its bottom which is not currently present in the literature.