The association between meat and masculinity in Eastern Europe

By Elise Whiteman

Global recognition of planetary boundaries and current socio-economic and environmental concerns, including chronic hunger, poverty, food waste, the malnutrition-obesity paradox, climate change, and widespread biodiversity loss have led to an urgent need for a paradigm shift in agriculture, food systems, and nutrition. These issues can largely be attributed to high meat consumption across the globe. Recent research suggests that the supposed psychological association between meat consumption and masculinity may play a major role in the general public’s aversion to accepting a transition towards plant-based diets and reducing overall meat consumption. The assumptions behind this association were explored and critically analysed. Results suggested that (a) this association supports an archaic and generalised depiction of masculinity and gender roles, (b) men tend to dominate domestic consumption patterns, (c) reduced intake of meat does not guarantee a healthy diet, and (d) there is not sufficient time for the dissolution of this association before reducing meat consumption becomes futile in terms of environmental boundaries. The results are discussed in terms of implications for reducing meat consumption across Eastern Europe and subsequently reducing harmful greenhouse gas emissions, as well as systemic change of public food consumption patterns.