Gender differences in the meanings associated with food hazards: A means-end chain analysis

• We compare the cognitive structures of women and men regarding three food hazards.
• Socio-altruistic values are activated for both women and men when health is activated.
• Strongest gender differences are found for the food hazard people lack knowledge about.

It is a common finding that men compared to women are less concerned about food hazards and technologies. While previous literature analyzed determinants such as trust in public actors in order to explain gender differences in food risk perception, a systematic analysis of women’s and men’s cognitions (associations) and emotions (feelings) is lacking. This study focuses on the very first associations and the deeper motives and values that women and men link to three potential food hazards: mycotoxins, pesticides and irradiation. Means-end chain theory was applied and in-depth laddering interviews were conducted with 34 women and 35 men in Munich, Germany. The results reveal that food hazards threaten self-centered and socio-altruistic values of men and women alike and that ‘care for others’ is not only a motive for women.