Social Dynamics Are Associated with Plant-Based Dietary Consumption Patterns Among Rural Adults in the U.S.

Background/Objectives: Social dynamics are known to influence eating behaviors and differ across geographic contexts. Some evidence suggests healthy plant-based diets (PBDs) are associated with reduced risk of chronic diseases, morbidity and mortality, and have lower environmental burdens. This paper examines the role of social influence, expectations, and pressures in consumption of PBDs among rural residents in the United States, with attention to gender differences. Methods: National survey data from rural adults (n = 2210) were analyzed using adjusted logistic regression models including an interaction between social beliefs and gender, and qualitative interviews (n = 55) thematically explored gendered social influences on PBD patterns. Results: Results showed that perceived expectations from important members of the respondents’ social network were positively associated with PBD adherence (p < 0.001), without a significant overall interaction with gender (p = 0.163). Perceived social pressure was also associated with PBD adherence overall (p = 0.009), and the association differed by gender (interaction p = 0.001), but did not show a consistent trend across levels of agreement. Qualitative findings suggested that family members influenced the feasibility of PBD, while friends were more commonly described as supportive. Women appeared to face challenges to enacting a PBD when family members (especially male partners) were not supportive. Conclusions: These results suggest social relationships have complex and gendered roles in shaping PBD among rural residents in the United States.