ABSTRACT
Health-related behaviors including help-seeking are related to men's felt and perceived masculinity. This study explored whether findings from studies of links between masculinity and health-related behavior in developed 'western' contexts applied in the more strongly patriarchal cultural context of Pakistan. Online questionnaires were completed by male university students aged 17-30: 307 in Pakistan and 105 in the United Kingdom. Analyses revealed that compared to British men, Pakistani respondents had less egalitarian beliefs about gender relations, gave more importance to their own masculinity, considered non-traditional behaviors to have greater negative implications for men's masculinity, and were less willing to seek help. Among Pakistani men, lower willingness to seek help for physical and mental health was predicted by having less egalitarian gender beliefs, giving greater importance to personal masculinity, and considering non-traditional behaviors to have greater negative implications for men's masculinity. Among British men, greater perceived masculinity of help seeking predicted help seeking for physical concerns, and less importance of personal masculinity predicted help seeking for mental health. The results highlight a need for sensitivity to men's gender identity concerns when providing and encouraging use of health care, and to be aware of how cultural norms shape individuals' beliefs and behavior.
