The role of gender identity in meat substitutes consumption
: exploring the influence of social norms on dietary choices

  • Francesca Poli (Student)

Student thesis: Master's Thesis

Abstract

Global meat consumption poses environmental, public health, and animal welfare challenges, making the shift toward meat substitutes crucial. The traditional association of meat with masculinity hinders this transition, leading to higher meat consumption, stronger attachment to meat, and negative attitudes toward vegetarianism among males and those with strong traditional masculine identities. This dissertation investigates the influence of gender identity on meat substitute consumption and evaluates the effectiveness of social norm-based messaging (in-group, dissociative, and aspirational) in encouraging these dietary shifts. Quantitative methods are employed, collecting primary data through an online experimental survey from Italian individuals aged 18 to 67 of all genders. The survey investigates the relationship between gender identity and meat substitute consumption and evaluates the impact of social norm messages on consumption intentions, willingness to pay, and willingness to participate in an experiment (non-hypothetical consumption). Data analysis was conducted using IBM SPSS software. Findings indicate significant relationships between gender identity and meat substitute consumption frequency, with females consistently consuming more than males. Masculinity was found to directly decrease the consumption of pulses and pulses products and indirectly reduce tofu and vegetable meat consumption, mediated by attitudes toward animal welfare, healthy diet, and environmental concerns. Femininity, on the other hand, directly increased the frequency of tofu, pulses, vegetable meat, and pulse products. Unexpectedly, social norm messaging did not significantly influence any dependent variables for either gender, suggesting that food preferences are deeply ingrained, requiring alternative strategies to promote meat substitute adoption. Managerial implications and future research directions are discussed.
Date of Award22 Oct 2024
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorAlberto Saccardi (Supervisor) & Ana Isabel de Almeida Costa (Supervisor)

Keywords

  • Gender identity
  • Meat substitutes
  • Social norms
  • Behavioural interventions

Designation

  • Mestrado em Gestão e Administração de Empresas (mestrado internacional)

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