Study Suggests That Men Are Unwilling To Go Vegetarian Because It’s Not “Macho”

A new study published in the Journal of Consumer Research suggests that decades of marketing have left many men unwilling to make the switch to a vegetarian diet because it is not perceived as “macho” enough. It is well known that the meat industry is one of the primary contributors to global emissions and many studies, such as one from the Woods Hole Research Center, have called for a 50 percent reduction in meat consumption. But could it really be that one major obstacle stands in the way of widespread adoption of a more environmentally conscientious diet — the male ego?

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