One recent study used the theory of planned behavior to understand gender differences in fruit and vegetable consumption. this study found that men, in comparison to women, have:

The answer to this question is lower perceived behavioral control and less favorable attitudes.
The amount of testosterone that exist in men often contribute to emotional outburst which makes men tend to have less behavioral control. This outburst could lead to agressive behavior that may be perceived as 'less favorable' attitude by other people.