A team at the University of Würzburg in Germany, led by psychologist Alma Scholz, found why men often resist vegetarian or vegan diets: many perceive those diets as unmanly.
Both vegans and vegetarians avoid meat. Veganism goes further: it also excludes eggs, honey, milk, and other dairy products.
Food for Men Should Have a Manly Name
The researchers asked 539 volunteers of both genders to evaluate four vegetarian dishes based on descriptions and say how suitable the dishes were for men versus women.
The descriptions included vegetarian versions of hamburgers, spaghetti carbonara, goulash, and salad, as reported by the Daily Mail. The researchers guessed that plant-based dishes might feel more acceptable to men if the descriptions used more assertive, masculine language.
Half the participants saw what the study called “manly” descriptions of the food. For example, phrases like “terrifying hamburger” appeared instead of “wow-factor hamburger,” and goulash was labeled “hearty” rather than “exquisite.” Words that leaned masculine included “greasy” and “juicy.” For the hamburger and spaghetti carbonara, the descriptions added the line “huge portions for a huge appetite.” The other half of volunteers received neutral descriptions.
Male participants who received the manly descriptions judged these dishes as less suitable for women. That suggests a more masculine marketing approach for vegetarian products could make them seem less feminine.
The male-oriented descriptions did not significantly change women’s perceptions of the dishes.
Men Trapped by Stereotypes
Scholz suggested, “If we used even more masculine language to describe food, we could spark greater interest in men to eat it.” She said the right marketing could help reduce men’s aversion to plant-based foods.
The study found that many men are particularly sensitive to the idea that their food choices might make them appear less masculine. Many men remain stuck in an age-old stereotype that a man should primarily eat meat.
The study authors say meat is still associated with strength and masculinity in food culture, so giving it up is hard for many men.
The findings were published in the journal Frontiers in Communication.
