Meat Substitutes Seen as Less 'Masculine' Than Real Meat

Despite widespread knowledge that reducing meat consumption is healthy, the sales of meat substitutes in the Netherlands are growing slower than meat sales. New research from British and German psychologists suggests a primary reason: plant-based meat alternatives are perceived as insufficiently 'masculine.'

The study, published in *Social Psychological and Personality Science*, involved nearly 1,400 participants who were shown images of dishes like tacos and hamburgers. Researchers alternated labels, showing half the participants a dish as 'meat' and the other half the same dish as a 'plant-based meat substitute.' This allowed them to isolate the effect of the label itself.

On average, participants rated meat substitutes as less attractive and less 'masculine' than meat dishes. They also expressed a greater desire to distance themselves from these plant-based options. This effect was amplified among individuals who scored higher on sexism questionnaires. Men, in particular, tended to distance themselves from dishes they deemed less masculine, regardless of their sexism scores. Women with strong sexist views also showed a marked aversion to less masculine meat substitutes.

The researchers conclude that negative perceptions of meat substitutes are linked not only to the products themselves but also to deeply ingrained ideas about gender and the symbolic value of meat. In Western societies, meat is often associated with strength and dominance, contributing to a cultural narrative where it is seen as inherently masculine. This is reflected in consumption patterns, with men in the Netherlands eating significantly more meat than women, while women consume more meat substitutes. The study suggests potential marketing strategies, such as emphasizing autonomy in choosing plant-based options, but acknowledges that men identifying strongly as 'meat-eaters' may be resistant. An alternative avenue explored is focusing on influencing children's eating habits early on.