Participants were randomly assigned to one of five conditions, in which the gourmet food gift basket without meat and dairy was labeled as “vegan,” “plant-based,” “healthy,” “sustainable,” or “healthy and sustainable.” The food gift basket without meat and dairy was less likely to be chosen when its label focused on its content (stating “vegan” or “plant-based”) rather than its benefits (stating “healthy,” “sustainable” or both).
Source: Study assesses how participants respond to the labels ‘vegan,’ ‘healthy,’ ‘sustainable’