Edinburgh Napier University

  The aim of this research is to examine the effects of hegemonic masculinity on meat consumption and willingness to adopt a more plant based diet. Hegemonic masculinity refers to socially prescribed norms of stoicism, seeking dominance, and being powerful, strong and tough. This study will investigate if masculine self-identity is a predictor of meat consumption and a barrier to adopting a more plant based diet over and above beliefs about nutrition, satiety, health and taste that men associate with meat consumption. An online self-completion questionnaire will be administered to a sample of 500 adult men living in Scotland. There will be an equal split between men aged 18-34 and aged 35 – 60 and between men in social classes ABC1 and C2DE. Quantitative methods of analysis will be used to determine if masculine self-identity is associated with higher dietary preference for meat and lower preference for plant based diets. The questionnaire design and data analysis will be conducted by the applicant (PI) and co-investigator. The data collection will be carried out by a market research agency. This study addresses the issue of‘responsible food and drink development’ by targeting an at risk cohort (i.e. men), which is an objective of the Scotland food & drink partnership. It is also adheres to the idea expressed in the Scottish government’s recent consultation documented ‘A Healthier Future’ that consumer education alone is inadequate to address poor dietary choices. Therefore, insights from this study would be relevant for health policy and the food industry.