Purpose

This study aimed to investigate the relationship between food sponsorships and gender stereotypes, focusing on how patriarchal beliefs influence consumers’ purchase intentions in sports.

Design/methodology/approach

The research comprised two studies. In Study 1, n = 161 participants participated via Amazon’s Mechanical Turk platform. Study 2 involved n = 250 participants who completed a cross-sectional and self-administered survey.

Findings

Study 1 indicated an apparent gender-based categorization of certain foods and beverages: beer and red meat were predominantly perceived as masculine, while yogurt, salads, and wine were seen as feminine. Further, brands like Budweiser and Red Bull were mainly seen as masculine, while Chobani and Smoothie King were perceived as feminine. Moreover, findings indicate that foods, especially those rich in protein or linked to BBQ and spicy tastes, are considered more masculine by men than women in sports settings. Further, Study 2 findings unveiled a significant relationship between patriarchal beliefs and both attitudes (ß = 0.327, p < 0.01) and subjective norms (ß = 0.525, p < 0.01) towards masculine brands.

Originality/value

The two studies’ results underscore the profound impact of gender stereotypes shaping sports fans’ perceptions of food items and the brands sponsoring them. This inquiry significantly augments the current understanding of the nuanced interrelation between the paradigms of social role theory and the theory of planned behavior, particularly within the ambit of sports-related sponsorship by food and beverage brands and its consequent influence on consumer purchasing inclinations.

中文翻译：

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性别餐盘：特定性别的食物观念和体育赞助

 目的

本研究旨在调查食品赞助与性别刻板印象之间的关系，重点关注父权观念如何影响消费者的体育购买意愿。

设计/方法论/途径

该研究包括两项研究。在研究 1 中， n = 161 名参与者通过 Amazon Mechanical Turk 平台参与。研究 2 涉及n = 250 名参与者，他们完成了横断面和自我管理的调查。

 发现

研究 1 表明某些食品和饮料存在明显的基于性别的分类：啤酒和红肉主要被视为男性化，而酸奶、沙拉和葡萄酒则被视为女性化。此外，百威和红牛等品牌主要被认为是男性化的，而乔巴尼和冰沙王则被认为是女性化的。此外，研究结果表明，在运动环境中，男性认为食物，尤其是那些富含蛋白质或与烧烤和辛辣口味相关的食物比女性更具男性魅力。此外，研究 2 的结果揭示了父权信仰与对男性品牌的态度（ ß = 0.327， p < 0.01）和主观规范（ ß = 0.525， p < 0.01）之间存在显着关系。

 原创性/价值

这两项研究的结果强调了性别刻板印象对体育迷对食品及其赞助品牌的看法的深远影响。这项调查极大地增强了目前对社会角色理论范式和计划行为理论之间微妙相互关系的理解，特别是在食品和饮料品牌与体育相关的赞助及其对消费者购买倾向的影响的范围内。