Meat and masculinity in the Norwegian Armed Forces

Understanding the Meat-Masculinity Link: Traditional and Non-Traditional Masculine Norms Predicting Men's Meat Consumption

Conformity to masculinity ideology predicts men's meat consumption and willingness to reduce their meat intake, but it is unknown which specific masculine norms account for these relationships. This study investigated which traditional and non-traditional masculine norms predict meat consumption, red and processed meat consumption, and willingness to reduce meat consumption in 557 Australian and English males. Men who support the use of physical violence and place high importance on sex ate more meat. Willingness to reduce was highest among men with gender egalitarian views. Targeting these specific masculine norms may be important for mitigating men's overconsumption of meat.

Masculinity, Meat, and Veg*nism: A Scoping Review

Men historically consume more meat than women, show fewer intentions to reduce meat consumption, and are underrepresented among vegans and vegetarians. Eating meat strongly aligns with normative masculinities, decisively affirming that "real men" eat meat and subordinating men who choose to be veg*n (vegan or vegetarian). The emergence of meat alternatives and increasing environmental concerns may contest these long-standing masculine norms and hierarchies. The current scoping review addresses the research question what are the connections between masculinities and men's attitudes and behaviors toward meat consumption and veg*nism? Using keywords derived from two key concepts, "men" and "meat," 39 articles were selected and analyzed to inductively derive three thematic findings; (a) Meat as Masculine, (b) Veg*n Men as Othered, and (c) Veg*nism as Contemporary Masculinity. Meat as Masculine included how men's gendered identities, defenses, and physicalities were entwined with meat consumption. Veg*n Men as Othered explored the social and cultural challenges faced by men who adopt meatless diets, including perceptions of emasculation. Veg*nism as Contemporary Masculinity was claimed by men who eschewed meat in their diets and advocated for veg*nism as legitimate masculine capital through linkages to physical strength, rationality, self-determination, courage, and discipline. In light of the growing concern about the ecological impact of meat production and the adverse health outcomes associated with its excessive consumption, this review summarizes empirical connections between masculinities and the consumption of meat to consider directions for future men's health promotion research, policy, and practice.

Gender differences in perceiving the portion size of meat when being observed

Previous research has shown that being observed can influence people's behaviors, including their eating habits. In this study, we predicted that men and women would exhibit different reactions to the perception of portion size of meat when being observed. By utilizing a camera to create a sense of being observed during the act of eating meat, we revealed that men in the observed condition reported perceiving the portion size of the meat they ate to be smaller and the eating amount to be less than was reported by those in the non-observed condition. However, women did not show any differences in their perceptions of the portion size of the meat they ate. These findings demonstrate that gender identity plays a role in how people perceive the meat they eat when they are aware of being observed. The discussion highlights the effect of being observed on meat consumption and illustrates the influence of masculine identity.

Is it me or others who matter? The interplay between consumer values vis-à-vis status and affiliation motives as shapers of meat alternative interest

This study is about the role of consumers' personal values (Self-enhancement, Openness to change, Self-transcendence, and Conservation) in consumers' interest towards meat alternatives. In addition, the underlying role of two social motives, status and group affiliation are analysed. A conceptual model with hypotheses was developed and validated, and the hypotheses were tested through PLS-SEM with data from four European countries (Finland, the UK, Germany, and Sweden, total N = 3600). The results show that self-focused personal values (Self-enhancement and Openness to change) are not associated with consumers' interest towards meat alternatives. The case is different with other-focused values. Self-transcendence had a positive connection to interest while Conservation had a negative relationship. Finally, the data suggest an underlying role of social motive status between Self-enhancement and interest and the same for group affiliation between Self-transcendence and Conservation and interest. Based on the results, strategies to support meat alternative adoption such as value activation through priming, cognition and emotion-driven marketing are proposed.

Dietary behaviors and attitudes among Norwegian medical students

BACKGROUND

Dietary patterns and beliefs are influenced by socioeconomic status, cultural influences, as well as medical advice, social media and marketing. Medical doctors are expected to provide correct, updated and non-biased nutritional advice to their patients, but their own dietary behaviors and attitudes may influence nutritional counselling.

METHODS

We have investigated dietary habits and food attitudes among medical students by using an anonymous survey distributed to all students at the Medical Faculty, University of Bergen, Norway. The survey included a 36-item questionnaire covering information about demographics, former and current diet, use of nutritional supplements, tobacco and alcohol, in addition to food attitudes and nutritional knowledge. Descriptive statistics were calculated for each survey item.

RESULTS

Of the 880 students, 394 responded to the survey. Although 90% of the students were omnivores, the majority had a negative attitude towards meat, and considered fish to be healthier than meat. Significantly more women than men reported use of a special diet and excluded meat from their diet, even if they were omnivores. The most frequently used supplement was cod liver oil or omega 3 fatty acids.

CONCLUSION

The medical students' diet and food attitudes not only reflect current health recommendations, but also popular beliefs and marketing in Norway. Curriculum planners should make the students capable of recognizing the influence of social media, marketing and medicine-food industry interactions, to ensure relevant nutrition knowledge for future doctors.

The effect of social norms on vegetarian choices is moderated by intentions to follow a vegetarian diet in the future: Evidence from a laboratory and field study

Social norms could be a tool in dietary transition toward more sustainable diets, but the results of social norms interventions aimed at encouraging the selection of plant-based foods to date have been inconsistent. One reason for this might be because there are important moderating factors that have yet to be investigated. Here we examine social modeling of vegetarian food choices and test whether modeling is dependent upon individual intentions to follow a vegetarian diet in the future in two different settings. In a laboratory study of 37 women, participants with low intentions to become a vegetarian consumed fewer plant-based foods in the presence of a vegetarian confederate, compared to eating alone. In an observational study of 1,037 patrons of a workplace restaurant, participants with a higher score of on vegetarian intentions had a greater likelihood of taking a vegetarian main course or starter, and a vegetarian social norm was associated with a greater likelihood of a vegetarian choice for the main course but not for the starter. These data suggest that participants with low intentions to follow a vegetarian diet may exhibit reactance against an explicit vegetarian norm in an unfamiliar context (as in Study 1) but that general norm following regardless of dietary intentions be more likely when it is conveyed implicitly in a familiar context (as in Study 2).

Exploring user-generated content related to vegetarian customers in restaurants: An analysis of online reviews

This study aimed to explore and evaluate factors that impact the dining experience of vegetarian consumers within a range of vegetarian-friendly restaurants. To explore the factors and understand consumer experience, this study analyzed a vast number of user-generated contents of vegetarian consumers, which have become vital sources of consumer experience information. This study utilized machine-learning techniques and traditional methods to examine 54,299 TripAdvisor reviews of approximately 1,008 vegetarian-friendly restaurants in London. The study identified 21 topics that represent a holistic opinion influencing the dining experience of vegetarian customers. The results suggested that "value" is the most popular topic and had the highest topic percentage. The results of regression analyses revealed that five topics had a significant impact on restaurant ratings, while 12 topics had negative impacts. Restaurant managers who pay close attention to vegetarian aspects may utilize the findings of this study to satisfy vegetarian consumer requirements better and enhance service operations.

Meat, myself, and I: The role of multiple identities in meat consumption

Excessive consumption of meat challenges global food security and environmental sustainability. In the mounting literature on identity as a motivator of behaviour, meat consumption has been associated with a handful of identities. Identity theory suggests that people hold multiple identities on different levels of abstraction, but how identities at different levels of abstraction interact and possibly co-determine intentions and behaviour remains largely unanswered. Inspired by research on attitudes and goal hierarchies, this study investigates a hierarchical model of meat-related identities and their relation to intentions to consume red meat. By means of a survey of Danish consumers (N = 1001), we identified identities related to the consumption of red meat (e.g., flexitarian identity), using confirmatory factor analysis and structural equation modelling. We also controlled for the most important additional antecedents identified in prior research. Evidence was found that more abstract identities (e.g., national identity, environmental identity) mostly influence intentions to eat meat indirectly, meditated through more behaviour-specific identities (e.g., flexitarian identity). However, some higher-order identities also appear to have a direct impact on intentions to eat meat after controlling for more behaviour-specific identities, which suggests a less hierarchical structure manifesting itself, possibly due to the behaviour being instrumental at reaching different, functionally unrelated goals that are related to different identities. Policy recommendations towards reducing meat consumption are proposed.

Meat consumption and consumer attitudes - A Norwegian perspective

Norway has lower meat consumption than other North European countries. Meat is acknowledged as important for food security in Norway, as Norway's agricultural possibilities are best suited for free-ranging and self-foraging animals. Meat has a strong position in the Norwegian diet, particularly as a centrepiece for special occasions. Good taste, product variety, and affordable price make meat a convenient choice. Norwegian consumers are not worried about animal welfare in local production, nor highly driven by environmental motives for reducing their consumption. Meat analogues have a very small market share, and taste and processing level do not make it a primary replacement for meat reducers. Still, Norwegian consumers' attitudes towards meat have become more diverse in later years. More consumer segments display meat-reducing behaviours citing both health and sustainability reasons. Females are particularly interested in reducing meat consumption, young age and urban lifestyle are other characteristics of meat reducing segments.

Population group differences in subjective importance of meat in diet and red and processed meat consumption

Red and processed meat (RPM) consumption associates directly with several unfavorable health outcomes and with environmental impact of diet. RPM consumption differs between certain population groups, and moreover, encompasses various subjective meanings. Literature on determinants of subjective importance of meat in diet (SIM), however, is scarce. Aims of this study were to determine which sociodemographic and -economic characteristics associate with SIM and RPM consumption. The study was based on the FinHealth 2017 Study. The sample comprised 4671 participants aged 18-74 years. SIM was asked with a question including five response options from "not important at all" to "very important". Habitual dietary intake including RPM consumption was studied with a food frequency questionnaire. RPM consumption level grew in parallel with SIM categories. RPM consumption was high and SIM prevailing in men, those living in rural areas, and those with low education. Women living in household with children consumed more RPM than other women but did not find meat more important. Conversely, men living in household with children found meat more important but did not consume it more than other men. Domain analyses considering individuals within the highest RPM consumption quintile revealed that the oldest age group found meat significantly less important than the youngest group. In order to be able to lower RPM consumption at population level and to move towards healthier and climate-wiser diets, it is important to identify subgroups that consume much meat but also subgroups that find meat especially important. Such dietary transition may be especially challenging to subgroups that consume much meat and also consider it important. Actions to support the dietary transition in different population groups should be developed.

Replacement of Meat with Non-Meat Protein Sources: A Review of the Drivers and Inhibitors in Developed Countries

The overconsumption of meat has been charged with contributing to poor health and environmental degradation. Replacing meat with non-meat protein sources is one strategy advocated to reduce meat intake. This narrative review aims to identify the drivers and inhibitors underlying replacing meat with non-meat protein sources in omnivores and flexitarians in developed countries. A systematic search was conducted in Scopus and Web of Science until April 2021. In total, twenty-three studies were included in this review examining personal, socio-cultural, and external factors. Factors including female gender, information on health and the environment, and lower price may act as drivers to replacing meat with non-meat protein sources. Factors including male gender, meat attachment, food neophobia, and lower situational appropriateness of consuming non-meat protein sources may act as inhibitors. Research is needed to establish the relevance of socioeconomic status, race, ethnicity, religion, health status, food environment, and cooking skills. Future studies should prioritize standardizing the definitions of meat and non-meat protein replacements and examining factors across different consumer segments and types of non-meat protein sources. Thereby, the factors determining the replacement of meat with non-meat protein sources can be better elucidated, thus, facilitating the transition to a healthier and more sustainable diet.

A structured literature review of the meat paradox

Many people wish to avoid harming animals, yet most people also consume meat. This theoretical ‘meat paradox’ is a form of cognitive dissonance and has grave negative consequences for animal welfare and the environment. Yet, despite these consequences, the meat paradox literature is sparse. The current structured literature review (SLR) explores primary literature up to May 2020, supporting the paradox and uniquely reviewing all known triggers of the paradox (e.g., exposure to meat’s animal origins), all known strategies to overcome the paradox (e.g., avoiding thinking about consumed animals) and how different people (e.g., those of different genders, occupations, ages, dietary preferences, cultures or religions) utilise varying strategies to overcome the paradox. For instance, the review uniquely demonstrates how dietary identity, dietary adherence and meat consumption frequency, among other demographic and psychographic factors, all affect moral (dis)engagement from animals. Overall, this paper has wide-ranging theoretical implications for the meat paradox and social psychological literature, and practical implications for meat reduction policies.

Exploring how product descriptors and packaging colors impact consumers' perceptions of plant-based meat alternative products

While consumers have been increasingly trying to reduce their meat consumption due to rising concerns about its impact on their health and the environment, many still find animal-based foods more attractive than plant-based foods, thus hindering their adoption. Could marketing cues such as product descriptors and packaging colors help make these products more attractive to consumers? Across two studies, we tested the effects of product descriptors and packaging colors on meat eating consumers' perceptions of, and behavioral intentions toward, plant-based meat alternative products. Study 1 revealed that a "plant-based" (vs. "meat alternative") descriptor positively impacted perceptions of healthiness and eco-friendliness, as well as trial likelihood, and negatively impacted predicted quantity consumed. Study 2 provided some evidence for the moderating role of packaging color, and more specifically for the (mis)matching effects of product descriptor and packaging color on product perceptions and behavioral intentions. Results revealed that, when using a "meat alternative" descriptor, mismatching (vs. matching) it with a green (vs. red) packaging color negatively impacted perceptions of eco-friendliness and trial likelihood. Conversely, when using a "plant-based" descriptor, matching (vs. mismatching) it with a green (vs. red) packaging color negatively impacted predicted satiety. Overall, our research suggests that marketing cues can, to some extent, impact consumers' perceptions of plant-based meat alternative products and related behavioral intentions, and offers many avenues for future research.

Gender differences in meat consumption and openness to vegetarianism

Understanding gender differences in meat consumption can help strengthen efforts to improve the sustainability of eating patterns. Compared to women, men eat more meat and are less open to becoming vegetarian. Simply considering between-gender differences, however, may overlook meaningful within-gender heterogeneity in how masculine and feminine identities associate with eating behavior. Distinguishing between specific types of meat is also important, given that some meats (e.g., beef) pose greater challenges to sustainability than do other meats. Through a highly powered, preregistered study (N = 1706), we investigated the predictive value of traditional gender role conformity and gender identity centrality for meat consumption frequency and openness to becoming vegetarian. Greater conformity to traditional gender roles predicted more frequent consumption of beef and chicken and lower openness to vegetarianism among men but offered no predictive value among women. No effects were observed for pork or fish consumption. Among women, greater traditional gender role conformity and gender identity centrality were associated with openness to becoming vegetarian for health reasons. Among men, lower traditional gender role conformity was associated with openness to becoming vegetarian for environmental reasons. These findings suggest that understanding meat consumption calls for greater distinctions between specific types of meat as well as deeper consideration of within-gender heterogeneity.

Effects of a period without mandatory physical training on maximum oxygen uptake and anthropometric parameters in naval cadets

The effects of a period without physical training on the civilian population are well established. However, no studies show the effects of a period without mandatory physical training on maximum oxygen uptake (VO₂ max) and anthropometric parameters in naval cadets. This study aimed to investigate changes in VO₂ max and anthropometric parameters after 12 weeks without mandatory physical training in naval cadets. The sample was 38 healthy and physically active naval cadets. The measured variables, including VO₂ max and anthropometric parameters, were evaluated through the 12-minute race test (12MRT) and the somatotype. Both variables had a separation of 12 weeks without mandatory physical training. A t-test for related samples was used to evidence changes between the test and post-test; effect size was calculated through Cohen’s d-test. Distance in 12MRT and VO₂ max showed significant decreases at the end of 12 weeks without mandatory physical training (p < 0.001). Likewise, the tricipital skinfold thickness and the endomorphic component showed significant increases (p < 0.05). 12 weeks without mandatory physical training significantly reduces the VO₂ max in naval cadets. Simultaneously, the same period without physical training increases both the tricipital skinfold thickness and the endomorphic component in this population.

Vegetarian Diet: An Overview through the Perspective of Quality of Life Domains

Vegetarianism has gained more visibility in recent years. Despite the well-described effects of a vegetarian diet on health, its influence on the quality of life of the individuals who follow it still needs to be properly investigated. Quality of life relates to a subjective perception of well-being and functionality, and encompasses four main life domains: physical, psychological, social, and environmental. The adoption of a vegetarian diet, despite being a dietary pattern, could potentially influence and be influenced by all of these domains, either positively or negatively. This review aims to present an overview of the background, conceptualization, features, and potential effects of vegetarianism in all quality of life domains. The choice of adopting a vegetarian diet could have positive outcomes, such as better physical health, positive feelings related to the adoption of a morally correct attitude, an increased sense of belonging (to a vegetarian community), and lower environmental impact. Other factors, however, could have a negative impact on the quality of life of those choosing to abstain from meats or other animal products, especially when they go beyond one's control. These include the environment, the social/cultural group in which a person is inserted, gender-based differences, economic aspects, and a limited access to a wide variety of plant-based foods. It is important to understand all the effects of adopting a vegetarian diet-beyond its nutritional aspects. Not only do studies in this area provide more consistent data, but they may also contribute to mitigating all factors that might prevent individuals from adopting a vegetarian diet, or that may have a negative impact on the quality of life of those who already follow it.

Food assessment: a discursive analysis of diet talk in interviews with older men who are obese

Objective: Obesity rates are increasing faster in men than in women, with particular concerns raised regarding older men. However, men are less likely than women to engage in weight-loss activities such as dieting, typically constructed as a feminine practice. Previous research has argued that men's food consumption is notably different and unhealthier than women's. The novel contribution of this article is an analysis of food assessments in order to explore how older men (mostly) undergoing weight management programmes make sense of changes in their nutritional intake. Design: Semi-structured interviews were conducted with 30 men who were obese, 27 of whom were engaged in weight loss programmes. Discursive psychology was employed to analyse the data. Results: In contrast to other research, participants constructed nutritional advice as enlightening. Participants worked up 'ownership' and pleasure assessments to certain food choices which they contrasted with new, less calorific, eating practices. Moreover, new diets were constructed as acceptable. Conclusion: Our study contributes new insights about how nutritional advice impacts upon preconceived (mis)understandings of healthy eating practices. During the interviews, men positioned themselves as educators - health promoters might usefully develop nutritional advice in collaboration with men who have successfully changed their diets for optimum effect.

Underlying Differences Between Chinese Omnivores and Vegetarians in the Evaluations of Different Dietary Groups

Drawing upon self-categorization theory, the present research investigated the attitudes of omnivores and vegetarians toward five dietary groups, including omnivores, conscientious omnivores, semi-vegetarians, vegetarians, and vegans. When they had high (vs. low) meat rationalization, omnivore participants had fewer negative attitudes toward and more positive evaluations of the omnivore groups but more negative attitudes toward and fewer positive evaluations of the vegetarian groups. Vegetarian participants had the most negative attitudes toward the omnivore group, followed by the conscientious omnivore group, the semi-vegetarian group, the vegetarian group, and the vegan group; the vegetarian participants with high meat rationalization (vs. those with low meat rationalization) had more positive evaluations of the omnivore groups. Such findings suggested that high levels of meat-eating rationalization predicted more favorable attitudes toward omnivores among both omnivore and vegetarian participants.

Meat Reduction by Force: The Case of “Meatless Monday” in the Norwegian Armed Forces

Despite the scientific evidence that more plants and less animal-based food is more sustainable, policy interventions to reduce meat consumption are scarce. However, campaigns for meat free days in school and office canteens have spread globally over the last years. In this paper, we look at the Norwegian Armed Forces’ attempt to introduce the Meatless Monday campaign in their camps, and we evaluate the implementation process as well as the effect of the campaign on soldiers. Qualitative interviews with military staff indicate that lack of conviction about benefits of meat reduction, and the fact that kitchen staff did not feel ownership to the project, partly explain why vegetarian measures were not fully implemented in all the camps. A multivariate regression analysis with survey data from soldiers indicate that those who have experienced meat free days in the military kitchen are more prone to claim that joining the military has given them a more positive view on vegetarian food. Furthermore, the survey gives evidence that stated willingness to eat more vegetarian food is higher among soldiers who believe in the environmental and health benefits of meat reduction.