How Sticky are Consumption stereotypes? Evidence from the Meat Gender Gap

« Using consumer surveys and supermarket purchase data, this study reveals a persistent gap in red meat consumption between single men and women in the US. Investigating whether this disparity stems from gender stereotypes, we collect survey data to assess the influence of attitudes, beliefs, and implicit biases on meat consumption. Findings suggest that the gap is largely due to preferences and perceived needs rather than differences regarding beliefs about environmental, health, or ethical impacts. Moreover, an Implicit Association Test uncovers a strong bias linking meat with masculinity. The study further examines the stickiness of these consumption stereotypes through an experiment with identity priming and a de-biasing treatment, analyzing their effects on meat consumption expectations and conjoint analysis outcomes. »