Why do some men push back when asked to eat less meat or try plant-based alternatives? A new study published in the Journal of Environmental Psychology suggests that traditional views of masculinity play a significant role.
The research, funded by ProVeg International, an advocacy organization promoting plant-based diets, was conducted by teams at the University of Bath, Bryant Research and the University of Zurich. The funders reported no role in study design, data collection or analysis.
The survey of more than 1,000 UK men found that those who strongly identified with certain masculine norms, such as self-reliance and achievement status, were more likely to eat red meat and poultry frequently, feel emotionally attached to meat and dairy, and view vegetarianism as a cultural threat.
“Beyond the well-known link between masculinity and meat, our study identified two masculine norms that may drive this connection: ‘avoidance of femininity’ and ‘achievement status,’” said lead author Elise Hankins of Bryant Research. “Men endorsing these specific norms tended to eat more meat, were more attached to meat and dairy, viewed vegetarianism as a threat to British culture and found meat more masculine. To shift men’s diets, the challenge is to address these norms and find ways to work with — not against — men’s identities.”
Focus groups revealed a similar pattern. While many men initially dismissed the idea that gender influenced their food choices, they later described how peer groups and social networks shaped their eating habits.
“Our research shows that while men may not wish to recognize it overtly, masculinity has a major covert influence on dietary choices,” said co-author Dr. Annayah Prosser of the University of Bath.
The authors recommend several strategies to make plant-based foods more appealing to men, such as emphasizing taste, highlighting nutrition and performance benefits, using subtle rather than overt gendered messaging, keeping familiar “meaty” labels and addressing cost barriers.