Evidence of the Waning Obsession with Veganism? Study Reveals People Prefer Non-Meat Labels for Food

A new study suggests that the best way to encourage people to eat vegan is to not mention the concept at all.

Researchers in the US discovered that individuals are more likely to choose a vegan option if it isn’t explicitly labeled as such.

Through two separate experiments involving over 150 participants, the researchers presented prospective diners with a menu featuring two meals: one vegetarian and one vegan.

The vegan option was a hummus wrap, while the vegetarian option was a Greek salad wrap with feta cheese.

In one version, the menu was labeled with the appropriate vegan or vegetarian labels used in the UK.

However, in the other version, the labels were removed and each meal was simply described by its ingredients.

The researchers, hailing from the Massachusetts Institute of Technology, found that in both experiments, only around 35% of diners chose the labeled vegan option.

However, when the vegan label was removed, the percentage of individuals choosing the hummus wrap jumped to over 60%.

At the time, the diners were unaware that they were participating in an experiment and were simply choosing a food option from a registration form for an event.

These results were also replicated in a separate online experiment involving 750 participants who were asked about their vegetarian or vegan status.

Participants were

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