A Feminist Perspective on the Food and Gender Based Marketing Narrative

• Published in: ECS transactions 2022-04, Vol.107 (1), p.5797-5811
• Main Authors: Chhabra, Shreshtha, Fukey, Leena N, Wankhar, Varynia
• Format: Article
• Language: English
• ISSN: 1938-5862; 1938-6737
• DOI: 10.1149/10701.5797ecst

Nutrition to the body is a basic element for sustenance and growth biologically, provided through food. This paper aims to understand why there is a difference between foods that are marketed gender-specifically to males and females separately. There have been a lot of participative changes in the household kitchen activities since the birth of the concept. However, certain things have continued to remain the same either as a result of tradition, preference, or systemic societal loop. This paper aims to categorically understand this patterned behaviour behind gender based food marketing and the consequent consumptions so as to find a more sustainable and inclusive approach for food marketing for the firms of this industry. The aim is also to shed light on the impact of such practices on the psychological level of the individual buyer that stems to form a pattern, creating a recurring practice out of habit, over internal choice.