Normal-sized for female chef, oversized for male chef? The effects of gender and body size stereotypes on food purchase intentions

被引:0
作者
Wang, Bin [1 ,2 ]
Liu, Yunyao [1 ,2 ]
Kandampully, Jay [3 ]
Du, Maoning [4 ]
机构
[1] Sichuan Tourism Univ, Sichuan Cuisine Dev & Food Culture Res Inst, 459 Hongling Rd, Chengdu 610100, Peoples R China
[2] Sichuan Tourism Univ, Hilton Sch Hospitality Management, 459 Hongling Rd, Chengdu 610100, Peoples R China
[3] Ohio State Univ, Dept Human Sci, 245 Campbell Hall, Columbus, OH 43201 USA
[4] Dalian Univ Foreign Languages, Business Sch, 6 West Sect, Dalian 116044, Peoples R China
关键词
Stereotype; Chefs' body size; Purchase intentions; Perceived tastiness; Perceived healthiness; Health consciousness; TASTY INTUITION; HEALTH; CONSUMERS; WEIGHT; UNHEALTHY; ATTRACTIVENESS; WILLINGNESS; PERCEPTION; PREJUDICE; ATTITUDES;
D O I
10.1016/j.ijhm.2025.104081
中图分类号
F [经济];
学科分类号
02 ;
摘要
Given the prevalent occupational and gender stereotypes in food service industry, the research investigated how chefs' body size and gender interact to impact consumers' responses with two experiments. Results indicate that normal-sized female chefs and oversized male chefs lead to higher food purchase intentions. Customers' perceived food tastiness and healthiness act as parallel mediators in driving the interaction of chefs' body size and gender on purchase intentions. Furthermore, the research investigated the moderating role of health consciousness in the process and found that, it's the differences in the perceived tastiness of food prepared by male chefs when customers health consciousness is low, and the variations in the perceived healthiness of food produced by female chefs when customers' health consciousness is high, that drives the effect. This work expands research on occupational, gender, and body size stereotypes in the hospitality industry and offers guidance in strategizing chef body size and gender in restaurant marketing.
引用
收藏
页数:14
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