Meat and Masculinity: How Does ‘Manly’ Marketing Change Men’s Perception Towards Veganism?

Researchers conducted an experiment to see if framing vegan food in a masculine way would influence men's perception of veganism. Despite an equal split in the total population, only 19% of vegans in Germany are men, with traditional masculinity often associated with meat-eating and femininity with veganism. The study involved 382 omnivores who were randomly given descriptions of vegan food in either a masculine or non-masculine way to rate the suitability of plant-based food for men or women. Results showed that masculine framing did not significantly change men's desire to consume vegan food or improve their overall attitude towards veganism.

However, the study found that masculine framing had a positive effect on men who identified with new forms of masculinity, associated with values like authenticity and emotional expressivity. The researchers suggest further exploration of masculine framing interventions to improve men's perception of vegan food and the vegan concept, especially among those who embrace new forms of masculinity. While short-term interventions may not lead to significant shifts, longer interventions have the potential to enhance men's liking of vegan dishes.