Meat eaters more likely to buy plant-based foods not marketed as vegan

The secret to getting people to eat more plant-based food

New research suggests many people are less likely to choose food products without meat and dairy if they’re labeled as “vegan” or “plant-based.”

Don't say "vegan"

As presented at the Society for Risk Analysis 2023 Annual conference, Patrycja Sleboda from Baruch College – CUNY and her colleagues from the University of Southern California conducted a national food choice experiment to determine how people respond to labels such as “vegan” and “plant-based” compared to “healthy,” “sustainable,” or “healthy and sustainable.” 

Shoppers turn noses up at vegan branding

Meat eaters are more likely to buy plant-based food when it’s labelled healthy or sustainable, research suggests

Study assesses how participants respond to the labels 'vegan,' 'healthy,' 'sustainable'

As presented at the Society for Risk Analysis 2023 Annual conference, Patrycja Sleboda from Baruch College—CUNY and her colleagues from the University of Southern California have conducted a national food choice experiment to determine how people respond to labels such as "vegan" and "plant-based" compared to "healthy," "sustainable," or "healthy and sustainable."

Don't call me vegan: People more likely to go meatless if food labelled 'sustainable' instead

Researchers said changing packaging on meat and dairy-free products, which often proudly tout their vegan status, could result in more people selecting them.

Meat eaters more likely to buy plant-based foods not marketed as vegan

Changing labels is a low-cost way for promoting healthy and environmentally sustainable meals across social groups, study finds