The role of household environment in omnivores transition to plant-based diet with a focus on gender as a center of interest

Abstract: For many years, increased meat consumption and its impact on the environment have been a focus of research. Likewise, gender has often been studied as one of the major barriers towards reducing meat consumption, which has often been associated with masculine characteristics. Although many studies have been conducted on gender and meat consumption, little attention is given to the relation between social surroundings of individuals and meat consumption, in particular the household they live in. Integrating the social identity theory and gender identity theory, we analyze the influence of households on gender-related transition to plant based diet. For the purpose of this study, we conducted interviews on a group of omnivores who shared their information about their current eating habits and possible barriers towards plant-based diet. Using thematic analysis, we identified that men and women are differently influenced by households in regard to transition to plant-based diet. Environmental knowledge, Responsibility, Income level in addition to Health concerns are the factors that can influence men and women regarding reducing meat consumption. More often, women give up their decisions to consume less meat, due to their omnivore partners who do not want to cut meat for different reasons. Hence, this study suggests that different approaches should be adopted in men and women when switching to a plant-based diet.