What is in a label: Effects of labeling on the preference for plant-based products

Our study investigated the effects of three labels on the preference for plant-based products: neutral (plant-based), vegan, and Lenten, referring to products safe to consume during religious fasting. We conducted two experiments to measure the effects of labeling on product preference (Study 1) and actual tasting preferences (Study 2). Labels did not affect the preference for the plant-based products in Study 1. In Study 2, the labels affected the preference for plant-based cheese, with Lenten and plant-based labels being slightly preferred over the vegan label. Labeling did not affect the tasting preference for plant-based milk or prosciutto. Across the two studies, the plant-based products were consistently favorably rated, regardless of the label. Plant-based milk emerged as the most preferred product in both studies. We also found that previous experience with plant-based products, as well as endorsement of animal exploitation, consistently predicted preferences for the products, irrespective of the label. These findings underscore the influence of labeling on some plant-based products while also revealing the overall minor impact of labeling on consumer preferences. We further discuss the absence of adverse effects of vegan labeling.