Gendered identity negotiations through food consumption

Purpose – Are peaches, Caesar salad and chocolate masculine or feminine food? Literature suggests that there is a clear association between certain types of food, portion sizes and gendered identities. This research paper and short film aims to explore the theory in practice of food consumption for young consumers, particularly impression management required to create/maintain an attractive identity to the opposite sex.Design/methodology/approach – The authors adopt an interpretive approach to an in‐depth analysis of the food practices of an all male and an all female household. They use a theory in practice methodology to explore their food consumption.Findings – It is found that despite enlightenment in many areas, gendered identities are still strongly associated with food consumption. The experiment in which each household consumed a meal associated with the opposite gender offers insight into the association between food consumption and gendered identity. The social implications of the research demon...