In recent years, veg*nism (vegetarianism and veganism) has become a topic of interest for researchers not only in the field of food psychology, but also in social psychology. Vegetarians and vegans, due to their dietary practices, form a specific, distinct social group with particular views and beliefs. This group is a minority compared to meat-eating individuals and, as a result, may experience a certain degree of social exclusion. Male vegetarians and vegans are particularly vulnerable to negative social perception—research shows that they are perceived as less masculine and less attractive than men who eat meat. As a result, men constitute a smaller proportion of the veg*n population, among other reasons because they fear being perceived as unmasculine. Researchers explain this phenomenon through the metaphorical link between meat and masculinity. The decision to stop eating meat goes beyond a simple dietary change and becomes a socially significant decision that influences how one is perceived by others. This phenomenon has been confirmed by empirical studies—social perceptions of male vegetarians differ from those of female vegetarians. However, the latest research shows that the perception of vegetarians in the context of masculinity is not as straightforward as it might seem, and studies in this area do not allow for clear conclusions regarding the extent to which being veg*n lowers perceptions of men as masculine. One explanation for these inconclusive findings may be that standards of masculinity differ across cultures, and that these standards have also changed in recent years. As a consequence, there may be a growing rejection of traditional models of masculinity. This, in turn, may explain why, for some women, a vegan man is not a “real man,” while for others (with a less traditional view of masculinity), veganism may not affect the perception of a man at all, and may even increase his attractiveness. The research project will be devoted to understanding how the concept of masculinity is changing and how this change affects the association between meat and masculinity, and consequently the perception of male vegans.
The research project will consist of three stages:
1. Development of tools for studying the model of contemporary masculinity. In this stage, a set of instruments will be constructed to measure traditional and new conceptions of masculinity in order to determine to what extent meat-eating individuals perceive masculinity in a way that underlies its metaphorical association with meat.
2. Determining to what extent a meat-reducing diet is specific in terms of social perception. This part of the project will answer the question of whether veganism is a specific type of diet that influences how a person is perceived, or whether it is simply another way of eating that affects perception in the same way as, for example, a gluten-free diet.
3. Examining the impact of information about a vegan diet on the perception of men in three social contexts (dating, physical strength—employment of a worker; and power and competence—voting for a politician).*In this part, three experimental studies will be conducted, embedded in three different contexts in which the perception of masculinity is important: (a) seeking a partner for a short- or long-term relationship; (b) areas where physical strength is required; and (c) power and competence (the political context). Participants will be asked to evaluate individuals on a vegan and a meat-based diet, and then to assess their masculinity and their willingness to establish a relationship/contact with the given person (depending on the condition). The studies will control for the influence of traditional and contemporary perceptions of masculinity on the perception of a person on a vegan diet.
Project Head: Dominika Adamczyk, PhD, Institute of Psychology, Polish Academy of Sciences
Project budget: 134 017 PLN
