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: plant-based, vegan, and Lenten, referring to products appropriate to consume during religious fasting. We conducted two preregistered experiments to measure the effects of labeling on product preference (Study 1, N = 290) and actual tasting preferences (Study 2, N = 251) in a predominantly meat-eating European society (Serbia). We did not find statistically significant effects of labels on the preference for 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 speciesism - endorsement of animal exploitation - consistently predicted preferences for plant-based 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.