Gender-Sensitive Meat Reduction Interventions: Evidence Synthesis and Pilot Testing

Investigators

• Yann Cornil, Marketing and Behavioural Insights Division
   

Co-Investigators

• Rob Velzaboer, Marketing and Behavioural Insights Division

Background

Dietary change particularly reducing red meat consumption is one of the most impactful climate mitigation strategies. However, men tend to eat more meat than women and are often less willing to adopt plant-based alternatives. Despite these differences, many meat-reduction interventions are designed without considering gendered responses and may be less effective or counterproductive among men. A clearer understanding of which approaches work for men, and why, is needed to create impactful, scalable dietary interventions.

Research Objectives

This project aims to identify effective, gender-sensitive strategies to reduce meat consumption among men. Through a systematic review, meta-analysis, and pilot testing, the research will evaluate intervention families that minimize autonomy threat and identity backlash. The goal is to design a scalable intervention for institutional dining settings that supports meaningful dietary shifts and contributes to reductions in food-system emissions.