UCLA

Meat consumption is stereotypically associated with masculinity, and this stereotype presents a barrier to meat reduction among men. Compared to women, men tend to eat more meat and to be more resistant to vegetarianism. When men do decide to give up meat, they are more likely to become the targets of social devaluation than are women. Eschewing meat may undermine feelings of and portrayals of manhood, whereas eating meat may provide men with a sense and image of traditional masculinity. Through two experimental studies conducted via online surveys, this dissertation investigated two strategies for promoting meat reduction among men by framing meat reduction as a masculine act. In Study 1, I examined whether exposure to endorsements of vegetarianism by men would increase men’s openness to reducing their meat intake. In Study 2, I tested whether informing men about the link between meat consumption and erectile dysfunction would increase their openness. Null findings from these two studies suggest that neither strategy is effective at shifting men’s openness to meat reduction, highlighting a need for future research to test other ways of making meat reduction more appealing to men.