The study suggests that altering the perception of plant-based food through marketing strategies may encourage greater consumption among men. While studies have consistently shown that increasing the consumption of plant-based meals offers health and environmental benefits, cultural factors have often hindered efforts to reduce meat consumption, particularly among men, who are less likely to adopt vegan or vegetarian diets.
Researchers from the Universities of Wurzburg and Bamberg in Germany have emphasized that the association between meat consumption and masculinity, along with gender stereotypes that portray plant-based diets as feminine, poses significant obstacles. The study reveals that while it is possible to influence the perception of plant-based dishes as ‘feminine’ through marketing, individuals’ food preferences remain relatively resistant to change.
Lead author Alma Scholz, in a study published in the journal Frontiers in Communication, suggests, “Men may be less inclined to consume vegan food due to gender-related expectations. However, by framing vegan food in a more masculine context, men may encounter less resistance and become more open to consuming it.”
In the study, participants were recruited online and presented with descriptions of various dishes. These descriptions contained words that were either traditionally associated with the dish or terms typically linked to ‘masculine’ foods. Participants were then asked to rate the dishes and evaluate their suitability for both men and women.
Additionally, the researchers measured male participants’ identification with different forms of masculinity, as well as all participants’ attitudes towards veganism. Participants were also questioned about their typical meat consumption and the reasons behind their dietary choices.
The study found that women in the sample were more likely to follow a vegan diet and generally held a more favorable view of veganism compared to men. The primary reasons cited for adopting a vegan diet were ethical and health-related. Notably, participants who knew vegans tended to have a more positive attitude toward meat-free dishes.
Interestingly, the preference for vegan dishes among men remained unchanged, regardless of the altered descriptions. However, the modified descriptions did affect the perception of the dishes, making them appear less feminine and more neutral.
While men who identified less with traditional masculinity were more influenced by masculine marketing when rating dishes, the study highlights that this was true for most of the male participants in the sample. It suggests that a more diverse sample might yield different results.
The researchers acknowledge that short-term interventions may not be sufficient to significantly alter dietary choices. They propose that long-term interventions could lead to more pronounced shifts in men’s preferences for vegan dishes, emphasizing the importance of further exploration in this area.
