The Influence of Taste-Focused Food Labelling on Vegetarian and Vegan Food Choice
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2020-07-17
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en
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Abstract
Animal-based product have a large negative impact on our environment. A sustainable diet
entails reducing one’s meat consumption and instead choosing vegetarian and vegan
alternatives. This research studied the impact taste-focused labelling has on an online
sample’s preference of vegetarian dishes over non-vegetarian dishes and vegetarian dishes
with regular names both in a menu-choice task and a binary choice task. It was expected that
participants would choose more vegetarian dishes with tasty names over non-vegetarian
dishes and regularly-named vegetarian dishes. The results revealed non-significant findings
for the menu choice task and part of the binary choice task. Significant results were found for
the contrast between taste-focused vegetarian dishes and regular-labelled vegetarian dishes.
Taste-focused labelling had no effect on preference of vegetarian dishes on a menu, but it did
decrease choice of meat dishes in a binary choice task.
Keywords: Sustainability, vegetarian food choices, taste-focused labelling
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Faculteit der Sociale Wetenschappen