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

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 using a mixed-methods approach in two studies. 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. Particularly, the norms “avoidance of femininity” and “achievement status” may be uniquely driving this connection. 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.