Calling Plant-Based Food ‘Vegan’ Makes Fewer People Choose It, Study Finds

New research from MIT has found that labeling plant-based food as “vegan” makes meat-eaters less likely to choose these options. In two field studies, participants were more inclined to choose meat-free options when they were not labeled as vegan. The study suggests that labels should be removed from food products to encourage more people to choose plant-based options, as vegans and vegetarians were still likely to choose these options even without labels.

The study authors, Alex Berke and Kent Larson, conducted the research over concerns about the environmental impact of our food choices. Adopting a plant-based diet is one of the best ways to reduce our carbon footprint, as animal agriculture is responsible for a significant portion of global greenhouse gas emissions. Removing labels from vegan foods could provide a simpler and cheaper solution to encourage more people to choose meat-free options and normalize plant-based eating.