Gender, Masculinity, and the Perception of Vegetarians and Vegans: A Mixed-Methods Investigation

Research shows that women and men have different attitudes toward food and eating habits, which may stem from societal gender roles. In most societies, eating meat is associated with masculinity, and choosing healthy and smaller meals is perceived as feminine. These stereotypes may affect eating behaviors, which may have an impact on health and well-being as well as on the environment and economy. We conducted two studies that focused on the perceptions and experiences of vegans and vegetarians (veg*ns) using a gender lens. The first study (N = 1048) used a quantitative design to investigate the association of a vegan/ vegetarian diet with gender stereotypes and the quality of personal relationships. The second study used a qualitative design with six 6-person focus groups (N = 36) to examine the experience of vegetarians with stereotypes associated with their diet and the possible links to gender roles. Results suggest that men following a vegan diet are not perceived as masculine, and vegans/ vegetarians themselves experience gender stereotypes related to diminished masculinity. Our research confirms that the interplay of diet, the role of meat in society, and gender stereotypes have consequences both for the social perception of people who follow a vegan/ vegetarian diet and for the experiences of the vegan/ vegetarian community.