BEAUTY AND THE BEAST: GENDER DIFFERENCES IN FOOD-RELATED BEHAVIOR

Among the decisions that consumers have to make are food choices, including the decision to eat healthily. Both motives for food choice and the behavior reported by consumers can describe how people relate to healthy food, and both demonstrate gender differences. To achieve a sample of 309 people, respondents were randomly selected and balanced by age and gender. Individuals were recruited through contact in supermarkets. The sample consisted of 174 female and 135 male respondents. Results of the logistic regression analysis showed that the main difference between genders is the way they interpret healthiness as a motive for food choice. While men find it important that the products they eat keep them healthy, women consider the fact that food choices are nutritious to be more important. In addition, other motives and behaviors that distinguish men and women with respect of food choices and healthy eating were observed.