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The perceived masculinity of meat: development and testing of a measure across social class and gender

ABSTRACT Numerous studies demonstrate a link between meat and masculinity, with men being more likely to eat or express a preference for meat. Other studies provide theoretical explanations of linkages between meat and masculinity. However, few studies investigate which groups in society are most likely to perceive meat and meat consumption as “masculine.” Scholars have argued that men will be especially prone to perceive consumption of meat as a key component of masculinity. Likewise, others suggest that “working men” (i.e., manual laborers and other working class members) rely on meat for its purported strength-producing properties. This study presents a measure of perceived masculinity of meat and assesses this perception by gender and social class (along with manual labor occupations). Using an online survey and convenience sample (n = 584), the study finds that men score higher on a measure of perceived masculinity of meat. Results for social class are less definitive.