The Impact of Labeling on Meat Consumption: Why "Vegan" Isn't the Solution
TL;DR Summary
A study comparing food labels found that using terms like "vegan" and "plant-based" is less effective in persuading meat eaters to choose plant-based options. Labels emphasizing health and sustainability benefits were more successful in encouraging consumers to select products without meat and dairy. The study suggests that highlighting the benefits of a product, rather than focusing on its content, can be more attractive to consumers. However, additional research has shown that emphasizing taste and other qualities of food, such as provenance and flavor, can also be effective in promoting sustainable choices.
Topics:health#consumer-behavior#food-and-health#food-labeling#meat-consumption#plant-based-food#sustainability
- Why calling food ‘vegan’ isn’t helping people eat less meat The Washington Post
- Don't say vegan: People less likely to buy any food when labeled as 'plant-based', study finds Daily Mail
- Don't call me vegan: People more likely to go meatless if food labelled 'sustainable' instead Sky News
- Shoppers turn noses up at vegan branding The Times
- Meat eaters more likely to plant-based foods not marketed as vegan The Telegraph
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