“…Meat consumption often triggers highly ambivalent feelings. On the one hand, it is associated with sensory pleasure and tradition; on the other hand, it is linked to moral, ecological, and health-related issues, also known as a meat paradox (Charlebois, Von Massow and Pinto, 2015;Buttler and Walther, 2018). Interestingly, the blockade effect seems to be linked to masculinity, traditionalism, and hierarchies, all of which resemble and maintain the conventional structures of power in the West (Hildé n, Jokinen and Aakkula, 2012).…”