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