The impact of masculinity stress on preferences and willingness-to-pay for red meat.

This work explores the effects of masculinity stress-distress arising from a perceived discrepancy with male gender norms-on red meat consumption, which has potentially substantial individual, collective, and ecological consequences. Across three studies, we demonstrate a positive indirect effect of masculinity stress on red meat consumption. This occurs through beliefs that meat consumption can augment masculinity-an effect which is moderated by one's self-assessed traditional masculinity (study 1). We further demonstrate attenuation of the effect of masculinity stress on red meat preference when a red meat product is associated with an out-group (i.e., women; study 2) and show that this effect does not extend to women. In study 3, we show that the effect of masculinity stress on choice of red meat is attenuated following a masculinity affirmation. We finish with a detailed discussion of implications and directions for future research. Taken together, we provide convergent evidence that masculinity stress is associated with red meat preference, and that this preference can be discouraged by leveraging out-group reference information and masculinity affirmation. In so doing, this research provides a series of contributions to the literatures on meat eating and vegetarianism specifically, as well as gender identity maintenance more broadly.