Beauty and the beast: gender differences in food-related behavior

Simone Velloso Missagia, Solange Riveli Oliveira, Daniel Carvalho Rezende


Among the decisions that consumers have to make there are food choices, including the decision to eat healthily. In this way, both motives for food choice and the behavior reported by consumers can describe how people relate to healthy food, particularly males and females, and what distinguishes them. Researching of a sample of 309 people, respondents were randomly selected in order to achieve balanced age and gender. Such individuals were recruited through an offline method that consisted of contact in supermarkets. Total sample size is constituted by 174 female and 135 male respondents. The results of the logistic regression analysis pointed that the main difference between genders is the way they interpret healthiness as a motive for food choice. While men find important that the products they eat keep them healthy, women consider more important the fact that they are nutritious. In addition, other motives and behaviors that distinguish men and women in respect of food choices and healthy eating were observed.



food consumption; gender differences; healthy food

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Revista Brasileira de Marketing – ReMark

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