Green and Red: Losing Meat and Keeping Men

How do we conceive of the relationships between the gendered associations of foods and the foods themselves? This study examines the marketing of four U.S. plant-based companies to explore how plant-based foods reconceptualize and/or reflect masculine norms related to foods and forms of eating and cooking, and thus how exchangeable the foods associated with the norms are. I explore the role of plant-based marketing in dictating and influencing consumer demographics in light of the historical relationship between men and meat. This research could have continued importance in understanding the influence of gender norms on a changing global food market spurred by the impacts of climate change and animal welfare