These studies are made through a lens of "men have frail egos, how else can we frame this viewpoint".
I don't give a fuck about "masculinity" or "femininity". If it's cheap, tastes good, and isn't full of EEEEEEs, I'll buy it. Standard "aubergine", tomatoes, spring onions and whatever aren't tasty without a whole lot of prep. Fuck salads. Give me that cheap, spicy, Indian sauce that I can lather onto sweet potato purree, carrot pasta, and pickled mango... and it costs less than a dish with a fucking steak? Hell yeah I'm buying it! Steak will be what I eat when I go out.
Make another study focusing on pricing and how much money you can save per year eating veggie and I bet my ass it'll have an impact. These stupid "my gender is better than your gender" bullshit doesn't help.