The Power of 'Healthy' and 'Sustainable' Labels: A Game Changer for Vegan Food

A study conducted by the University of Southern California found that consumers are less likely to choose food labeled as "vegan" and more likely to opt for food labeled as "healthy and sustainable." The study, which involved over 7,000 participants, revealed that only 20% of participants chose a food gift basket labeled as "vegan," while 44% chose the same basket when labeled as "healthy and sustainable." The researchers concluded that using different terminology to market food could encourage people to make healthier choices, and the effect was stronger among self-proclaimed red-meat eaters.