Fleshing Out the Ways Masculinity Threat and Traditional Masculinity Ideology Relate to Meat-Eating and Environmental Attitudes in Australian Men

Meat consumption needs to be reduced to limit climate change but achieving this requires understanding the drivers of meat consumption. In this study, we investigated two potential drivers—a contextual threat to masculinity and the stable individual difference of masculine ideology—and how they predict meat-eating intentions, attitudes, and environmentalism. Employing a sample of 375 Australian men, a population known for its high meat consumption, we did not find support that a contextual threat to men’s masculinity increased pro-meat attitudes or intentions. Instead, we found that prevailing views about masculine ideology significantly predicted meat-related attitudes and intentions, with avoidance of femininity associated with lower avoidance of meat and lower intentions to eat clean meat, and the endorsement of male dominance tied to lower pro-environmental responding. Our findings suggest that situational threats to masculinity may not robustly affect meat consumption intentions and highlight the importance of more stable individual differences in the conception of the male gender identity in maintaining men’s high meat consumption.