Purpose –The purpose of this studywas to explorewhether consumers’ confidence in cooking skills related to seafood differed across genders, and if such difference could be explained by the identity-relevance of seafood cooking for men. Design/methodology/approach – Survey data was collected from a balanced sample of 515 Norwegian consumers. Findings – The results showed that men (versus women) with high confidence in their seafood cooking skills have a lower preference for convenient seafood solutions, indicating that these men may be more reluctant to use food products that could hinder the cooking outcome being attributed to their cooking skills. Originality/value – This study adds nuance to the understanding of male consumers as highly reliant on convenience productswhen cooking.More specifically, this study provides novel insight into howmen function differently than women in relation to preparing seafood, suggesting that some men resist using convenient seafood solutions in order to express an identity as skillful in the kitchen.

中文翻译：

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身份和性别在海鲜烹饪技能中的作用

目的——本研究的目的是探讨消费者对海鲜相关烹饪技能的信心是否因性别而异，这种差异是否可以用男性海鲜烹饪的身份相关性来解释。设计/方法/方法——调查数据是从 515 名挪威消费者的平衡样本中收集的。调查结果——结果表明，对自己的海鲜烹饪技能高度自信的男性（相对于女性）对方便的海鲜解决方案的偏好较低，这表明这些男性可能更不愿意使用可能阻碍烹饪结果的食品烹饪技巧。原创性/价值——这项研究增加了男性消费者在烹饪时高度依赖便利产品的理解。更具体地说，