This cross-sectional study aimed to test a dual pathway model of sociocultural influence in which appearance-related commentaries were linked to muscularity and restraint eating behaviour through dissatisfaction with muscularity and body fat, respectively. We also examined whether the nature of comments and individuals’ appearance contingent self-worth would affect the associations proposed in the model. Based on 326 Chinese gay men recruited online, structural equation modelling and analyses for indirect effects showed some support for the utility of the dual pathway model in the context of gay men’s body image, but the “muscularity pathway” was not distinct from the “body fat pathway”. Specifically, although muscularity dissatisfaction did not predict restraint eating, body fat dissatisfaction predicted muscularity enhancement behaviour. The association between appearance-related commentary and dissatisfaction depended on the nature of comments. Negative commentaries were related to more dissatisfaction with muscularity and body fat, whereas positive commentaries were linked to less dissatisfaction. These relations were stronger for individuals who had higher levels of appearance contingent self-worth. This study has added to the literature by examining the extent to which the dual pathway model is applicable to gay men. It also suggests how appearance contingent self-worth moderates body image concerns for this population.