From news.sky.com
Researchers said changing packaging on meat and dairy-free products, which often proudly tout their vegan status, could result in more people selecting them
People are more likely to pick a meat-free option if it's not labelled vegan, a study suggests.
Foods described as "healthy", "sustainable" or "plant-based" are all more appealing, according to the University of Southern California.
Its research saw more than 7,000 people asked to choose between a vegan food basket and one with meat and dairy.
The former was randomly labelled "vegan", "plant-based", "healthy", "sustainable" or "healthy and sustainable".
The experiment found people were more likely to select it when the focus was on its benefits (such as "sustainable") rather than its content, though "plant-based" was still more popular than "vegan".
Only 20% picked the basket without meat and dairy when it was labelled "vegan," and 27% when it was labelled "plant-based."
By contrast, 42% of participants opted for it when it was labelled "healthy", 43% when it was "sustainable", and 44% when it was described as "healthy and sustainable".
The trend was especially evident among people who identified as red-meat eaters.
Researchers said changing packaging on meat and dairy-free products, which often proudly tout their vegan status, could result in more people selecting them more often.
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