Researchers have proposed a change in the perception of plant-based food with marketing, helping men to eat more of it. Studies have shown eating more plant-based meals is better for health and the planet. But cultural preferences are significant barriers to reducing meat consumption -- especially for men, who are underrepresented among vegans and vegetarians. 

The team from Universities of Wurzburg and Bamberg in Germany stated that eating meat is associated with masculinity, and that gender stereotypes label plant-based diets as suitable for women but not men. The study showed that while you can influence the perception of plant-based dishes as ‘feminine’, you can’t change food preferences.