Americans more likely to choose "healthy" food (that's vegan) than "vegan" food

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🗞️ Driving the news: A USC study finds that Americans prefer food labeled as "healthy" and/or "sustainable" over "vegan" or "plant-based." In a survey, gourmet gift baskets without meat or dairy were more appealing when not labeled as vegan, suggesting labels impact food choices significantly

🔭 The context: This study, published in the Journal of Environmental Psychology, involved over 7,500 U.S. adults
• It highlights the influence of labeling on dietary preferences and suggests an approach to encourage vegan food consumption without using the term 'vegan'

🌍 Why it matters for the planet: The research aligns with environmental concerns, noting that reducing meat and dairy intake can lower greenhouse gas emissions
•  It underscores the importance of communication strategies in promoting sustainable eating habits.

⏭️ What's next: The findings may influence how supermarkets, stores, and restaurants market their products, focusing on health and sustainability rather than veganism to appeal to a broader audience

💬 One quote: "Focusing on the health and environmental benefits is helpful because a lot of people are increasingly concerned about eating food that is healthy and good for the planet." - Wändi Bruine de Bruin, co-author and co-director of the Behavioral Sciences Program at the USC Schaeffer Center

📈 One stat: When labeled "healthy and sustainable," 44% of participants chose the vegan basket, compared to only 20% when it was labeled "vegan."

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