Study ties meat-eating to perceived masculinity, potentially shaping men’s diet choices
Researchers link traditional masculine norms to higher meat consumption and lower likelihood of adopting vegan diets, highlighting social barriers
A University of Bath study found that men who conform to traditional masculine norms are more likely to eat red meat and poultry and less likely to adopt vegetarian or vegan diets. Researchers surveyed 1,072 British men to explore whether perceptions of masculinity influence meat consumption, and the study was published in the Journal of Environmental Psychology.
The team followed up with online discussions among men who maintained meat-heavy diets. They asked whether the link between gender and meat use is real or imagined, with lead author Dr Annayah Prosser asking, 'Does the mindset of the prehistoric caveman hunter live on in today's restaurants and weekend barbecues?' The discussions revealed a split: many men were reluctant to talk about gender, while others acknowledged a link between meat and masculinity.
The survey results showed that those who more strongly conformed to traditional masculine norms ate more red meat and poultry and were less inclined to part from meat and dairy in their diets.
One participant in his 40s told researchers he feels obliged to always choose a meat dish when dining with other men, saying, 'Maybe I feel a slight obligation to go down [the meat] route sort of subconsciously.' The study also captured a sense that meat feels safer socially than alternatives like pasta or salads.
Meat-loving men often view plant-based meat and dairy alternatives as 'unnatural.' One participant remarked that 'Chicken will just say "chicken" on the back, whereas a plant-based [alternative to chicken] would have something like glycolic acid or something. I have no idea what that is.' The researchers noted these attitudes can hinder switches to plant-based diets.
Asked what might persuade them to ditch meat entirely, responses ranged from medical advice to joining a new social circle—'I would have to change my friends [if I stopped eating meat],' one man said, adding that his current gym- and strength-training-minded friends would likely not embrace a plant-based shift.
Overall, the researchers concluded that traditional masculine norms may act as barriers to adopting plant-based diets among men, published in the Journal of Environmental Psychology.
Context and guidance: The report references general dietary guidance, including the NHS Eatwell Guide, which emphasizes balance across fruit, vegetables, whole grains, and protein choices. While the study focuses on social norms, health and environmental considerations are part of the broader discussion around diet.