ABSTRACT Objective Filipino men's self-perceived masculinity and their inclination to seek help are influenced by the cultural context, and barriers in their help-seeking behaviour moderate this relationship. It is hypothesised that higher self-perceived masculinity corresponds to a diminished tendency to seek help, shaped by categorisation into social groups based on masculinity. Method The respondents were 348 Filipino males, aged 21–45 years, who accomplished the online survey. The participants completed the Male Role Norms Inventory-Revised, Barriers to Help Seeking Scale, and General Help-Seeking Questionnaire. A series of moderation analyses utilising JAMOVI was performed to investigate the moderation of help-seeking barriers on the relationship between masculinity and help-seeking behaviour. Results Results showed that when Filipino men's self-perception of masculinity increases, their help-seeking behaviour, specifically formal help-seeking, decreases. The following barriers act as moderators – Need for Self-Control and Self-Reliance, Concrete Barriers, and Distrust of Caregivers, significantly influencing the relationship between masculinity and formal help-seeking. Conversely, when seeking informal help, all identified barriers show no buffering effect, as Filipino men prefer informal help-seeking, consistent with the cultural context. Discussion Findings support the hypothesis that masculinity predicts their propensity to seek help. Add a one-liner recommendation based on the results. Future authors should focus on conducting localised research that examines the specific cultural factors influencing masculinity and help-seeking behaviours. Additionally, exploring the intersectionality of masculinity with other social factors can provide a more comprehensive understanding of the barriers men face in seeking help.
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