Why men don't eat vegetables

In the study, Updegraff and his colleagues set out to look at whether an idea in psychology called “the theory of planned behavior” could explain what so many studies have shown — that men are much less likely than women to meet the daily recommendations for fruit and vegetable intake.

This theory looks at the link between people’s beliefs, and their behavior, Updegraff said, and the researchers looked at three beliefs that should motivate people to eat nutritious food: their attitudes toward fruit and vegetables, their feeling of control over their diet, and their awareness that other people want them to improve their diet…

On the whole, the researchers found that women had more favorable attitudes toward eating fruits and vegetables. For example, women were more likely to agree that if they ate plenty of fruits and vegetables every day, they would look better, and live a longer life.