Macho meals?: A mixed methods study on traditional masculine norms and animal product consumption in the UK

Elise Hankins; Abigail  Couture; Nicholas Poh-Jie Tan; Annayah Prosser

Macho meals? A mixed methods study on traditional masculine norms and animal product consumption in the UK

Elise Hankins, Abigail Couture, Nicholas Poh-Jie Tan, Annayah Prosser

Research output: Working paper / Preprint › Preprint

Abstract

Animal agriculture is a major source of carbon emissions, biodiversity decline and deforestation globally. Reducing meat and dairy consumption is one of the most impactful ways that individuals can reduce their carbon emissions. However, while vegetarianism and veganism are becoming increasingly common globally, men still consume more meat than women and demonstrate greater resistance to meat reduction interventions. Understanding why this population is reluctant to reduce their meat consumption is of great importance for global climate policy, environmental psychologists and animal advocates. In this paper, we explore the nuances of meat consumption among men from two mixed-methods perspectives. In the first study, we used a representative quantitative survey of over 1000 men to understand how masculine roles and norms impact meat consumption. We found that greater alignment with traditional masculine norms was significantly associated with greater red meat and poultry consumption, as well as greater attachment to meat and dairy, a stronger perception that meat is masculine, and a higher sense of threat from vegetarians. In the second study, we used a novel qualitative method (remotely-moderated focus groups), to explore how men discuss meat consumption with matched age and gender peer groups. Thematic analysis indicated that men have a mixed, and oftentimes contradictory understanding of the role of their gender in food choices. While some men denied that gender influenced their meat consumption, they would then discuss the gendered dynamics of social eating and use multiple strategies to justify their meat consumption. In tandem, these studies highlight the relevance of masculine norms in the context of animal product consumption and reduction, even when the relationship is largely covert or implicit. Based on these findings, we propose six recommendations for future interventions designed to encourage meat and dairy reduction in men.

Original language	English
Publisher	Open Science Framework (OSF)
Publication status	Published - 2 Mar 2025

Funding

This study was funded by ProVeg International, a food awareness organisation working to transform the global food system. ProVeg had no role in the study in terms of design, analysis, and reporting. The co-investigators Elise Hankins, Abby Couture, and Charlotte Flores work for Bryant Research, a research company which conducts original research as well as on behalf of animal protection non-profits and alternative protein companies, aiming to help mainstream meat reduction and alternative proteins. Nicholas Poh-Jie Tan’s contributions were funded by ProVeg and he reports no conflicting interests. Annayah Prosser’s contributions were not funded by ProVeg and she reports no conflicting interests.

Funders	Funder number
ProVeg International

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 3 Good Health and Well-being
SDG 12 Responsible Consumption and Production
SDG 13 Climate Action
SDG 15 Life on Land

Access to Document

https://osf.io/preprints/osf/n6zgy_v1Licence: CC BY

Cite this

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