..a masculine framing of #vegan dishes influenced the #gender association of the dishes, weakening the link to #femininity. However, masculine framing did not influence men's or women's attitudes toward the presented vegan dishes.
Although the extent to which men identified with new forms of masculinity correlated positively with favorable attitudes toward veganism, new masculinity identification did not moderate the effect of the experimental condition.

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#veganism

https://www.frontiersin.org/journals/communication/articles/10.3389/fcomm.2023.1244471/full