Nourishing change

: gender perspectives on meat consumption and the path to sustainable eating

Abstract

Despite clear evidence of its negative environmental and health impacts, global meat consumption continues to rise. This trend underscores the urgency of reducing meat intake for both ecological and public health benefits. In this context, understanding the factors influencing meat consumption is vital. This dissertation examines the influence of gender identity on meat consumption patterns within the German population, particularly focusing on the disparity between men and women's consumption rates. The study employs quantitative methods, gathering primary data through an online experimental study. Data was then analyzed using descriptive and multivariate statistical techniques. Results reveal that, on average, German men consume more meat, especially red meat, compared to women. They also display higher levels of meat attachment and are less inclined to reduce their consumption. Exposure to a message about the health and environmental effects of eating meat was found to significantly increase the intention of more feminine-identified participants to reduce their already low levels of red meat consumption. However, this intervention did not have a similar effect on the more masculine-identified or gender-ambivalent ones. Another key finding relates to the mediating role of meat attachment in the influence of gender identity on intention to reduce red meat consumption. This implies that communication strategies seeking to lower meat consumption should target changing meat attachment, with a special focus on adapting messages to different gender identities. This study highlights the need for future meat-reduction interventions to better address gender issues and roles, particularly when targeting men.

Date of Award	22 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Isabel de Almeida Costa (Supervisor)