Quotes from Vegconomist, February 2, 2024
The results of a new study with 7,341 US participants, who were randomly selected as part of the Understanding America Study (UAS), show that meatless and dairy-free food products are more appealing when they are labeled as “healthy” and “sustainable” rather than “vegan” or “plant-based.”
The researchers presented the participants with two options of gourmet food baskets: one without any animal products and one with meat and cheese. The former was given one of five labels: “vegan,” “plant-based,” “healthy,” “sustainable,” or “healthy and sustainable.”
The labels had a significant impact on the participants’ choices: the baskets labeled “vegan” or “plant-based” were chosen by only 20% and 27% of participants, respectively. On the other hand, labels that highlighted benefits — “healthy” (42%), “sustainable” (43%), and “healthy and sustainable” (44%) — increased the preference for the animal-free option considerably.
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