A recent USC study suggests a straightforward approach to encourage meat eaters to embrace vegan food: Avoid using the terms “vegan” or “plant-based.” In a nationwide survey of over 7,500 U.S. adults, participants showed a significantly lower inclination to select a gourmet gift basket devoid of meat or dairy when labeled as “vegan” or “plant-based.” In contrast, labeling the basket as “healthy” and/or “sustainable” nearly doubled the likelihood of Americans choosing it.
The results, featured in the Journal of Environmental Psychology and unveiled at the Society for Risk Analysis Annual Meeting in Washington, D.C. this week, propose that altering the labeling of vegan food to highlight their health and environmental advantages, as opposed to emphasizing ingredients, could motivate individuals to adopt meals without dairy and red meat. Research indicates that reducing meat and dairy consumption is more environmentally friendly, considering the substantial greenhouse gas emissions associated with meat and dairy production.
In the study, U.S. residents were given a choice between a vegan gourmet gift basket and one with meat and cheese. The vegan basket, when labeled as “plant-based,” was chosen by 27% of participants, slightly better than the “vegan” label at 20%. However, when labeled as “healthy,” “sustainable,” or “healthy and sustainable,” the vegan basket’s selection increased significantly to 42%, 43%, and 44%, respectively. This labeling impact remained consistent across socio-demographic groups but was most pronounced among individuals identifying as regular red-meat eaters.
Study co-author Wändi Bruine de Bruin, who serves as the co-director of the Behavioral Sciences Program at the USC Schaeffer Center for Health Policy & Economics, remarked, “The word ‘vegan’ has a negative connotation. Focusing on the health and environmental benefits is helpful because a lot of people are increasingly concerned about eating food that is healthy and good for the planet.”
Addressing the need for individuals to alter their behaviors for the benefit of the environment, co-author Joe Árvai, Director of the USC Wrigley Institute for Environment and Sustainability, emphasized the urgency. He pointed out that in today’s deeply polarized climate, certain words and phrases like “climate change” or “going vegetarian” can provoke inaction or even heightened levels of unsustainable consumption. Árvai stressed the significance of studies like this, stating that they provide insights into effectively discussing crucial issues to motivate action without alienating a significant portion of the population.
Relevant articles:
– Study on 7341 Americans, found that participants were far more likely to choose food that is labeled “healthy”(42%) and/or “sustainable”(43%), rather than food labeled “vegan”(20%) or “plant-based”(27%)
– Why don’t more people go vegan? It could be the label.
– What Consumers Like (and Don’t Like) About Plant-Based Food
– Embracing a plant-based diet – Stanford Report