Ditching vegan and plant-based labeling may make food more appealing, study suggests

Describing foods as healthy and sustainable instead of vegan or plant-based may make customers more likely to select them, a new study suggests. 

In the study, participants were given the choice between a food gift basket without meat and dairy and another with meat and dairy. The gift baskets that did not contain meat and dairy were randomly labeled as vegan, plant-based, healthy, sustainable, or healthy and sustainable.

Researchers found that when the gift basket without meat and dairy was described as vegan, only 20% of participants chose it. Slightly more participants (27%) chose the basket when it was labeled as plant-based. 

When it was labeled as healthy, however, 43% of participants chose the food basket without meat and dairy and 44% chose it when it was labeled as healthy and sustainable. 

The study was led by Dr. Patrycja Sleboda from Baruch College in New York City along with her colleagues from the University of Southern California. 

Along with helping diners make healthier choices, labeling may also help guests make greener decisions as well. 

Results from a recent study by Chartwells Higher Education and HowGood revealed that implementing carbon labeling may be correlated with diners making more sustainable food choices.