2022
DOI: 10.1016/j.appet.2021.105729
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The impact of masculinity stress on preferences and willingness-to-pay for red meat

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Cited by 27 publications
(28 citation statements)
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“…In one study, greater conformity to traditional gender roles predicted lower openness to vegetarianism among men, but not among women (Rosenfeld & Tomiyama, 2021), suggesting that between-gender differences in resistance to vegetarianism may be due to gender role norms among men rather than norms among women. This finding aligns with other research reporting that masculinity threats amplify men's attachments to eating meat, whereas femininity threats have no effect on women's meat attachments (Mesler et al, 2022;Nakagawa & Hart, 2019).…”
Section: Meat Avoidance As a Threat To Masculinitysupporting
confidence: 91%
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“…In one study, greater conformity to traditional gender roles predicted lower openness to vegetarianism among men, but not among women (Rosenfeld & Tomiyama, 2021), suggesting that between-gender differences in resistance to vegetarianism may be due to gender role norms among men rather than norms among women. This finding aligns with other research reporting that masculinity threats amplify men's attachments to eating meat, whereas femininity threats have no effect on women's meat attachments (Mesler et al, 2022;Nakagawa & Hart, 2019).…”
Section: Meat Avoidance As a Threat To Masculinitysupporting
confidence: 91%
“…For men, anxieties about feeling less mas culine upon giving up meat seem to pose a unique barrier on top of other common concerns. In one study, which took a gender-centered approach to meat reduction, a masculinity affirmation-which involved telling men that they are more masculine than 85% of the population-was shown to reduce men's commitments to eating meat (Mesler et al, 2022). Masculinity affirmations thus offer a promising tactic for improving men's attitudes toward meat reduction.…”
Section: Reducing Meat Consumption Among Menmentioning
confidence: 99%
“…But ideology and target audience appear to play a role in LAD Bible: aimed at a largely young, male audience, it was the only pro-meat outlet from our sample. This suggests that meat continues to play a role in shaping perceptions of masculinity in UK society, as it does in other Anglophone countries ( Rothgerber, 2013 ; Carroll et al, 2019 ; Mesler et al, 2022 ). Improved reporting by journalists on the relationship between meat consumption and health can help to improve health outcomes in the UK, including among lower-income groups.…”
Section: Discussionmentioning
confidence: 95%
“…Furthermore, men who feel threatened (vs. affirmed) in their masculinity are more likely to agree that they need meat to feel full and less likely to consider adopting a vegetarian diet (Nakagawa & Hart, 2019). Moreover, men who worry that they do not live up to traditional masculine gender norms are more likely to believe that consuming meat enhances their masculinity and express greater intentions to purchase meat (Mesler et al., 2021). These findings highlight the social function of meat consumption for impression‐management strategies or as compensatory behavior and indicate that men may consume meat to display gender‐conforming behavior.…”
Section: Meat Is Manlymentioning
confidence: 99%
“…Indeed, the more men subscribe to this “new masculinity,” the more positive their attitudes towards vegetarianism and the stronger their intentions to reduce their meat consumption in the future (de Backer et al., 2020). Research also found that beef consumption was no longer used as a response to masculinity threat when it was presented as a behavior that women engage in frequently (Mesler et al., 2021). This suggests that men are sensitive to reference group information when evaluating the masculine value of meat.…”
Section: Future Directions and Possible Implicationsmentioning
confidence: 99%