Beyond Labels: Exploring Consumer Preferences for Plant‐Based Meat Labeling Policies

ABSTRACT Whether meat‐related terms should be permitted on the labels of plant‐based meat alternatives is hotly debated. Utilizing survey data featuring a discrete choice experiment, we examine consumer responses to plant‐based meat alternatives under three labeling scenarios: no restrictions; a ban on meat‐related terms; and a requirement for a qualifying statement. We find stronger preferences for plant‐based meat alternatives in an unregulated labeling environment versus a ban on meat‐related terms or when label qualifiers are present. Label qualifiers perform similarly to a ban. A latent class model identifies consumer segments with heterogeneous responses to the labeling policy environment.