Gender stereotypes and perceptions of age in food: A comparative analysis between Spain and Ecuador using the product personality profile technique

Abstract

Eating behavior possesses significant symbolic and social dimensions, reflecting individual identity and influencing social interactions. The study examines the prevalence of gender stereotypes and ageism within consumer perceptions across two distinct cultural contexts: Spain and Ecuador. A projective technique based on the Product Personality Profile (PPP) was used. The findings revealed statistically significant associations related to gender and age across food samples. In the Spanish context, the Fruit Bowl (FB), Caprese Salad (CS), and Iron (I) were predominantly aligned with feminine attributes.

In contrast, Cold Meat (CM) and Meat with Vegetables (MV) were traditionally associated with masculinity. In Ecuador, gender associations exhibited some similarities, with minimal representation of non-binary identities. Age-related analysis indicated that, in Spain, food items such as the FB and W were frequently associated with middle-aged (18–44), while CM and MV were linked to older people. Ecuadorian participants primarily associated all food types with the middle-aged group (18–44). Factor Correspondence Analysis (FCA) supports gendered food stereotypes: vegetables, fruits, and sweets were linked with femininity, while meat was linked to masculinity. These findings align with past research highlighting culturally reinforced food gender stereotypes. These findings contribute to understanding how food perceptions reflect social norms and transformations in multicultural settings.