Is there an effect of food labelling on consumer behavior towards plant-based foods?
Being overweight or obese is a global issue. A plant-based diet has proven to be efficient for weight loss. Previous research has found that taste-focused language can help improve people's perceptions of healthy food, which are often quite negative. This research has investigated whether this also works for plant-based foods. To test the hypotheses, a Qualtrics survey was used to measure the effect of manipulating language (taste-focused, health-focused or neutral) and food type (plant-based foods or meat-based foods) in Instagram posts on food attractiveness, purchase intention and product recall. The results found a significant effect for food type on product recall: meat-based foods where recalled better than plant-based foods, regardless of the language used. The results differ a lot from the existing literature, as there they often did find significant effects for language. This suggests that taste-focused language may only work in specific contexts, but not in Instagram posts.
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