This meat or that alternative? How masculinity stress influences food choice when goals are conflicted.

ABSTRACT:

Introduction

This research integrates literature on masculinity stress-the distress experienced as the result of a perceived discrepancy with male gender norms-with research on goal conflict to examine preferences for plant-based meat alternatives (PBMAs). Men experiencing masculinity stress are likely to hold salient a goal of being masculine, which should lead to less preference for PBMAs. However, many of these men simultaneously hold competing goals, such as making ethical food choices, which remain inhibited in favor of the focal masculinity goal. We argue that once men experiencing masculinity stress highlight their masculinity through the selection of a manly product, they satisfy that higher-order goal and are then free to pursue previously inhibited goals, such as making a

SUBMITTER: Leary RB 

PROVIDER: S-EPMC10028087 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature