Men, masculinity, and veganism: Experimental insights and branding solutions to foster sustainable food choices

Adopting vegan food choices is increasingly recognized as beneficial for environmental sustainability, as reducing meat intake can significantly lower greenhouse gas emissions and conserve natural resources. However, men often show resistance to vegan foods, a behavior potentially linked to masculinity concerns. In this research, we conducted four studies to explore the psychological barriers men face in adopting vegan foods. In Study 1 (n = 291), students (men and women) estimated that women were significantly more likely than men to follow a vegan diet, reflecting a gender-related stereotype associated with veganism. In Study 2 (n = 140), we found that simply describing an individual as vegan leads participants (men and women) to think that this person is more likely to be a woman than a man, suggesting that vegan choices influence how men are socially perceived. Studies 3a and 3b (total n = 262, only men) further investigated masculinity threat as a mechanism by showing that men feel discomfort when their masculinity is challenged, potentially resulting in a reluctance to choose vegan foods. Finally, in Study 4 (n = 152, only men), we tested a branding intervention in which we manipulated the font on vegan food packaging to include masculine-coded elements. Results showed that using a masculine font increased male participants' purchase intentions for vegan foods. Together, these findings shed light on the role of masculinity threat in men's dietary decisions and suggest branding strategies to promote vegan foods to male consumers. By addressing psychological barriers, our research offers practical insights for increasing environmentally sustainable food choices, potentially benefiting both individual well-being and the environment.