In a groundbreaking study published in the Journal of Environmental Psychology, researchers have revealed the deep-rooted influence of traditional masculinity norms on men’s dietary choices in the UK, particularly their consumption of meat and dairy products. This research not only identifies the psychological and cultural barriers hindering men from embracing plant-based diets but also offers innovative pathways to encourage more environmentally conscious eating habits. By dissecting the complex intersection of gender identity and food preferences, the study sheds light on why conventional green initiatives often struggle to gain traction among male populations.
The study debunks the commonly held notion that dietary choices are purely a matter of personal preference or nutritional knowledge. Instead, it emphasizes that eating habits are profoundly shaped by social and cultural constructs around masculinity. The researchers have shown that men who endorse traditional masculine ideals—such as self-reliance, emotional restraint, and the avoidance of femininity—exhibit a stronger attachment to meat consumption. This connection manifests in increased consumption of red meat and poultry, coupled with an emotional bond to animal products that goes beyond nutritional considerations.
Traditional masculinity, as examined in this survey of over a thousand UK men, involves several distinct traits. These include restrictive emotionality, achievement orientation, aggression, attitudes towards sex, self-reliance, and particularly the avoidance of any behavior or symbol perceived as feminine. It is within these parameters that meat consumption acquires a symbolic weight, serving as a marker of identity and social standing. Men aligned with these norms not only consume more meat but also view vegetarianism and veganism as a threat to their cultural fabric and personal identity.
One of the most compelling findings delved into the emotional attachment men have toward meat—it’s not merely about taste or sustenance. Meat-eating is symbolically linked to perceived masculinity, reinforcing social bonds within male peer groups and reflecting broader cultural values around strength, dominance, and achievement. This symbolic connection poses unique challenges for efforts aiming to reduce animal product consumption, making it clear that simply promoting the environmental or health benefits of plant-based diets may not suffice to inspire change.
The study also reveals a fascinating ambivalence among men regarding the role of masculinity in their food choices. Focus groups conducted remotely exposed conflicting narratives: while many men initially denied their gender influenced their dietary habits, they subsequently acknowledged the significant covert pressures exerted by male peers and social contexts. This cognitive dissonance highlights the hidden complexities underlying male eating behaviors and underscores the necessity of nuanced intervention strategies that engage masculinity constructs without provoking resistance.
Given these insights, the researchers propose a nuanced roadmap to foster dietary shifts among men that do not confront their masculine identities but instead align with and subtly reshape them. Tactics include prioritizing taste in plant-based product development, emphasizing health and nutritional benefits that resonate with male concerns about fitness and longevity, and using implicit messaging that connects plant-based eating with traditionally masculine values like strength and performance without overt gender labeling.
The study particularly cautions against directly branding plant-based foods as “manly,” a strategy that risks alienating men who reject gendered food marketing. Instead, they advocate for a subtler approach, highlighting performance and adventure as aspirational themes that can tacitly envelop plant-based options. This represents a sophisticated pivot in food communication science, recognizing that men’s food choices are interwoven with identity politics on a psychological level.
Another important avenue identified is the social environment’s powerful role in shaping food consumption patterns. Given men’s dietary habits are influenced strongly by partners, friends, and family, interventions that leverage these networks show promise. Social influence can be re-engineered through community campaigns, peer-led tastings, and family-centered educational programs designed to normalize and celebrate plant-based diets within male social circles.
Economic factors also play a pivotal role in men’s dietary choices. The study brings attention to cost concerns around plant-based products, which often remain less accessible compared to conventional meat and dairy due to higher prices. Policymakers are encouraged to consider subsidies, price incentives, and other financial measures that reduce the price gap, ultimately lowering a significant barrier for men contemplating a dietary transition.
The interdisciplinary nature of the research—combining social psychology, environmental science, and food marketing—adds to its robustness and relevance. Researchers from the University of Bath School of Management, Bryant Research, and the University of Zurich collectively contribute a mixed methods approach. This includes quantitative surveys assessing masculine norms and meat consumption frequency, alongside qualitative focus groups unpacking the nuanced discourses men use to navigate their dietary choices.
This comprehensive approach affirms that reducing meat consumption among men isn’t merely a matter of disseminating ecological or health facts. Instead, it requires addressing identity constructs and cultural narratives that have historically linked meat with masculinity. By acknowledging and working within these frameworks, future initiatives can design tailored messaging and products that successfully engage men’s identities rather than clash with them.
The environmental stakes of this research are high. Animal agriculture remains a significant driver of global greenhouse gas emissions, deforestation, and biodiversity loss. Men’s disproportionate meat consumption contributes notably to these environmental pressures, so finding effective ways to inspire dietary change within this demographic segment stands as a critical challenge and opportunity for climate mitigation.
Ultimately, this groundbreaking study redefines the discourse around masculinity and diet, offering a sophisticated, evidence-based blueprint for reshaping male food habits in an era increasingly defined by environmental urgency and public health concerns. It underscores the power of cultural norms and identity in health and environmental behavior change, calling for strategies that respect and harness these factors rather than dismiss or confront them.
Subject of Research: People
Article Title: Macho meals? A mixed methods study on traditional masculine norms and animal product consumption in the UK
News Publication Date: 4 September 2025
Web References:
- https://vimeo.com/1115509614?share=copy#t=0
- https://authors.elsevier.com/a/1lUZAzzKDPyye
- https://www.sciencedirect.com/science/article/pii/S0272494425001768?dgcid=author
- https://www.sciencedirect.com/journal/journal-of-environmental-psychology
References:
- Hankins, E., Couture, A., Flores, C., Tan, N. P.-J., & Prosser, A. (2025). Macho meals? A mixed methods study on traditional masculine norms and animal product consumption in the UK. Journal of Environmental Psychology. https://doi.org/10.1016/j.jenvp.2025.102693
Keywords:
Natural resources management, Food production
