Mainstream attitudes about veganism and manhood seem to be changing as more male celebrities adopt the diet, but apparently not everyone is convinced. According to a new study in the Journal of Consumer Research, many men continue to associate meat with masculinity and, conversely, conflate plant-based lifestyles with weakness. Analyzing the language subjects used to describe various foods, as well as their evaluation of men who follow different diets, researchers determined: “To the strong, traditional, macho, bicep-flexing, all-American male, red meat is a strong, traditional, macho, bicep-flexing, all-American food. Soy is not. To eat it, they would have to give up a food they saw as strong and powerful like themselves for a food they saw as weak and wimpy.”
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