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What Is More Important: Perception of Masculinity or Personal Health and the Environment?

What Is More Important: Perception of Masculinity or Personal Health and the Environment?

Diana Bogueva, Dora Marinova
Copyright: © 2018 |Pages: 15
ISBN13: 9781522547570|ISBN10: 1522547576|EISBN13: 9781522547587
DOI: 10.4018/978-1-5225-4757-0.ch010
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MLA

Bogueva, Diana, and Dora Marinova. "What Is More Important: Perception of Masculinity or Personal Health and the Environment?." Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption, edited by Diana Bogueva, et al., IGI Global, 2018, pp. 148-162. https://doi.org/10.4018/978-1-5225-4757-0.ch010

APA

Bogueva, D. & Marinova, D. (2018). What Is More Important: Perception of Masculinity or Personal Health and the Environment?. In D. Bogueva, D. Marinova, & T. Raphaely (Eds.), Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption (pp. 148-162). IGI Global. https://doi.org/10.4018/978-1-5225-4757-0.ch010

Chicago

Bogueva, Diana, and Dora Marinova. "What Is More Important: Perception of Masculinity or Personal Health and the Environment?." In Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption, edited by Diana Bogueva, Dora Marinova, and Talia Raphaely, 148-162. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-4757-0.ch010

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Abstract

The unnecessary question what a man is without his masculinity, is deeply ingrained into the socially established norms of strength, power, virility and machoism. Although the traditional male masculinity stereotype and its association with meat consumption are still undisputable for many “real” men, there is indication about a shift toward a new modern evolutionary masculinity which reflects more sustainability values. The chapter explores this based on a survey of Sydney men. It reveals the influence of new factors, such as environmental, health and animal welfare concerns, which shape the concept of the masculine. Meat-eating men will experience increasing pressure to defend their traditional masculinity. The Sydney study also explores the factors likely to influence Australian men to replace a meat-centred diet with more plant-based alternatives.

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