Abstract
Eating less meat and dairy is healthy and environmentally sustainable, but food labeled as “vegan” is relatively unpopular. Here, we examined the effect of different labels for promoting choices for food without meat and dairy, among a representative U.S. sample (N = 7341). Participants chose between one gourmet food gift basket without meat and dairy and another with meat and dairy that were available from an actual online store. They were randomly assigned to one of five conditions, in which the gourmet food gift basket without meat and dairy was labeled as “vegan”, “plant-based”, “healthy”, “sustainable”, or “healthy and sustainable.” Ten participants were randomly selected to receive the gourmet food gift basket of their choice. Overall, the gourmet food gift basket without meat and dairy was less likely to be chosen when its label focused on its content (stating “vegan” or “plant-based”) rather than on its benefits (stating “healthy”, “sustainable” or both). Specifically, the “plant-based” label did only slightly better than the “vegan” label, leading, respectively, to 27% and 20% of participants choosing the gourmet food gift basket without meat and dairy. However, 42% of participants chose the gourmet food gift basket without meat and dairy when it was labeled “healthy,” 43% when it was labeled “sustainable,” and 44% when it was labeled “healthy and sustainable.” This labeling effect was consistent across socio-demographics groups but was stronger among self-proclaimed red-meat eaters. Labels provide a low-cost intervention for promoting healthy and sustainable food choices.
Generated Summary
This research study investigated the effects of different labels on consumer choices regarding food without meat and dairy. The study employed a national food choice experiment, where participants from a representative U.S. sample were asked to choose between two gourmet food gift baskets: one without meat and dairy and another with meat and dairy. The labels on the gourmet food gift basket without meat and dairy were randomly assigned to one of five conditions: “vegan”, “plant-based”, “healthy”, “sustainable”, or “healthy and sustainable.” The primary goal was to examine whether the choice of the gourmet food gift basket without meat and dairy varied based on the label used. Additionally, the study assessed whether these labeling effects differed across various socio-demographic groups, political affiliations, and self-proclaimed eating identities. The study’s methodology involved an actual online store to present the food gift baskets, with ten participants being randomly selected to receive the food basket of their choice. The study was conducted as part of the Understanding America Study (UAS). The UAS members were recruited through random address-based sampling and are representative of the national U.S. population.
Key Findings & Statistics
- The gourmet food gift basket without meat and dairy was less likely to be chosen when its label focused on its content (stating “vegan” or “plant-based”) rather than on its benefits (stating “healthy”, “sustainable” or both).
- Only 20% of participants chose the gourmet food gift basket without meat and dairy when it was labeled as “vegan.”
- The percentage of participants choosing the gourmet food gift basket without meat and dairy increased to 27% when it was labeled as “plant-based.”
- 42% of participants chose the gourmet food gift basket without meat and dairy when it was labeled as “healthy.”
- 43% of participants chose the gourmet food gift basket without meat and dairy when it was labeled as “sustainable.”
- 44% of participants chose the gourmet food gift basket without meat and dairy when it was labeled as “healthy and sustainable.”
- The gourmet food gift basket without meat and dairy had 1.6 times the odds of being chosen if it was labeled “plant-based” rather than “vegan.”
- The gourmet food gift basket without meat and dairy had 3.04 times the odds of being chosen if it was labeled “healthy” or “sustainable” rather than “vegan.”
- The gourmet food gift basket without meat and dairy had 3.5 times the odds of being chosen if it was labeled “healthy and sustainable” rather than “vegan”.
- Individuals who self-identified as male were relatively more likely to choose the gourmet food gift basket without meat and dairy if it was labeled as “healthy” rather than “vegan.”
- Younger participants were relatively more likely to choose the gourmet food gift basket without meat and dairy if it was labeled as “sustainable” rather than “vegan.”
- Non-Hispanic Black participants were relatively more likely to choose the gourmet food gift basket if it was labeled as “plant-based” rather than “vegan.”
- Individuals without a college degree were relatively more likely to choose the gourmet food gift basket if it was labeled as “plant-based” or “sustainable” rather than “vegan.”
- Individuals who identified as red-meat eaters (vs. not) were more likely to choose the gourmet food gift basket without meat and dairy when it was labeled as “healthy”, “sustainable”, or both.
- Participants who identified as healthy eaters (vs. not) also showed this pattern.
- The unweighted analysis yielded similar conclusions.
Other Important Findings
- The study found that the gourmet food basket without meat and dairy was consistently the least popular when labeled as “vegan” and consistently the most popular when labeled as “healthy”, “sustainable” or “healthy and sustainable.”
- The labeling effect occurred in all demographic groups, but some heterogeneity was observed.
- The labeling effect did not vary by political affiliation.
- The labeling effect was most pronounced for individuals who identified as red-meat eaters.
- The labeling effect was less pronounced among participants who identified as vegan.
Limitations Noted in the Document
- The study’s findings might be limited as the actual choice setting was an online shopping context, which may not fully generalize to real-world scenarios.
- Only ten participants received the gourmet food gift basket they chose, potentially making the choices feel less real.
- The study did not vary the labels on the gourmet food gift basket without meat and dairy with negative labels such as “unhealthy” or “unsustainable.”
Conclusion
This research underscores the importance of framing in promoting sustainable and healthy food choices. The findings suggest that the way food products are labeled significantly influences consumer decisions. Labels emphasizing health and environmental benefits, such as “healthy” and “sustainable”, can be more effective in encouraging the selection of food without meat and dairy than labels focusing on the food’s composition, like “vegan” or “plant-based.” This is particularly true for individuals who identify as red meat eaters, suggesting that this approach could be a promising strategy for dietary change in this specific demographic. The study contributes to the growing body of knowledge on consumer behavior in the food sector. By identifying the power of labeling, this research provides insights for public health initiatives, food businesses, and policymakers. The key takeaway is that strategic labeling can effectively promote healthier and more sustainable eating habits. The findings indicate the potential for impactful interventions aimed at shifting dietary patterns, especially in contexts where health and environmental concerns are a priority. The results advocate for a shift from labels centered on content, towards those that highlight the positive impacts of food choices, potentially fostering more widespread adoption of plant-based diets. The use of health and environmental benefits in food labeling can serve as a cost-effective method to encourage healthier and sustainable food choices across various demographics in real-world settings.