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Fonseca, R. P., De Groeve, B. & Graça, J. (2025). Masculinizing plant-based diets as an appeal for dietary change among men. Food Quality and Preference. 123

R. P. Fonseca et al.,  "Masculinizing plant-based diets as an appeal for dietary change among men", in Food Quality and Preference, vol. 123, 2025

@article{fonseca2025_1732211916512,
	author = "Fonseca, R. P. and De Groeve, B. and Graça, J.",
	title = "Masculinizing plant-based diets as an appeal for dietary change among men",
	journal = "Food Quality and Preference",
	year = "2025",
	volume = "123",
	number = "",
	doi = "10.1016/j.foodqual.2024.105341",
	url = "https://www.sciencedirect.com/journal/food-quality-and-preference"
}

TY  - JOUR
TI  - Masculinizing plant-based diets as an appeal for dietary change among men
T2  - Food Quality and Preference
VL  - 123
AU  - Fonseca, R. P.
AU  - De Groeve, B.
AU  - Graça, J.
PY  - 2025
SN  - 0950-3293
DO  - 10.1016/j.foodqual.2024.105341
UR  - https://www.sciencedirect.com/journal/food-quality-and-preference
AB  - A significant body of research suggests that traditional masculine beliefs act as a barrier to reducing meat consumption and transitioning to a more ethical and sustainable food system. Here, we report a pre-registered experiment examining whether men who eat meat are more open to adopting plant-based diets when these diets are associated with traditional models of masculinity. A total of 1069 men who eat meat were randomly assigned to one of four conditions: a social media post with a plant-based meal featuring a male entrepreneur or a male bodybuilder (two experimental conditions), a social media post with a plant-based meal without a masculine model (social media post control condition), or a condition without any stimuli (no-information control condition). Both the entrepreneur and the bodybuilder were perceived as highly masculine, but these experimental conditions did not significantly affect participants’ perceived fit between plant-based eating and masculinity, nor did they affect tendencies to justify eating meat as necessary, attitudes towards plant-based diets, or willingness to adopt a plant-based diet. Nevertheless, the results supported previous research findings indicating that men who strongly identify as meat-eaters and those who consume more meat tend to perceive themselves as more masculine, feel more pressure from societal expectations to eat meat, justify meat-eating more strongly, view plant-based diets as less masculine, and are more negative about and less willing to adopt plant-based diets. Our findings raise questions about the “masculinization” of plant-based diets as a strategy for promoting dietary change among men.
ER  -