Masculinity Matters for Meat Consumption: An Examination of Self-Rated Gender Typicality, Meat Consumption, and Veg*nism in Australian Men and Women

• DOI: 10.1007/s11199-023-01346-0
• Publication Date: 2023-02-03T07:02:42Z
• Authors: Samantha K. Stanley; Cameron Day; Patricia M. Brown
• Keywords: Consumption; Moderation; Processed meat

Abstract Previous research shows that men eat more meat than women. We explore the extent to which self-rated gender typicality explains differences in consumption intentions and behaviour. recruited a large sample ( N = 4897) of Australian women complete an online survey about their attitudes regarding abstention measured (the view themselves as masculine, feminine). used moderated regression analyses investigate moderator relationship between meat-related variables. demonstrated for men, identifying masculine was associated with lower likelihood reducing or considering veg*nism, greater belief eating is normal. also found those gender-typical self-ratings (regardless gender), viewed natural, necessary, nice. These findings suggest may be relevant understanding behaviours. Appeals adopt low- no-meat diets effective if they consider ways are interconnected genders identities. Increasing acceptance alternative masculinities, developing masculinity-friendly advertising plant-based foods, could useful promoting reduction.