What drives young men’s food choices? An analysis of meat, sustainable eating and male identity.

This study aims to explore the reasons behind young men’s eating behaviour, particularly their consumption of meat and reluctance to choose plant-based alternatives. We will recruit and conduct the focus groups in 2026. This research will help the charity Hubbub design future behaviour change initiatives in the West Midlands by providing insights into young men’s motivations, capabilities, and opportunities to change what they eat. We will conduct a series of qualitative focus groups with young men to understand the factors influencing their food choices. To complement these discussions, participants will be asked to complete short online surveys immediately prior and following the focus groups. These surveys will help us build a fuller picture of their food habits, values, attitudes, and everyday lives.