ABSTRACT
Conformity to masculinity ideology predicts men’s meat consumption and willingness to reduce their meat intake, but it is unknown which specific masculine norms account for these relationships. This study investigated which traditional and non-traditional masculine norms predict meat consumption, red and processed meat consumption, and willingness to reduce meat consumption in 557 Australian and English males. Men who support the use of physical violence and place high importance on sex ate more meat. Willingness to reduce was highest among men with gender egalitarian views. Targeting these specific masculine norms may be important for mitigating men’s overconsumption of meat.
Acknowledgments
The authors would like to thank the research participants and anonymous reviewers for their feedback.
Authors’ contributions
Lauren Camilleri: conceptualization, methodology, data curation, formal analysis, writing – original draft. Peter Richard Gill, Andrew Jago, Jessica Scarfo, Melissa Kirkovski: conceptualization, methodology, supervision, writing – review and editing.
Availability of data and materials
Data is available upon reasonable request at https://doi.org/10.17026/dans-zbe-dzn4.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Supplementary material
Supplemental data for this article can be accessed online at https://doi.org/10.1080/03670244.2024.2361818