IDEAS home Printed from https://ideas.repec.org/a/wly/apecpp/v48y2026i1p123-136.html

Beyond Labels: Exploring Consumer Preferences for Plant‐Based Meat Labeling Policies

Author

Listed:
  • Liam J. S. Boldt
  • Jill E. Hobbs
  • Patrick Lloyd‐Smith
  • Yang Yang

Abstract

Whether meat‐related terms should be permitted on the labels of plant‐based meat alternatives is hotly debated. Utilizing survey data featuring a discrete choice experiment, we examine consumer responses to plant‐based meat alternatives under three labeling scenarios: no restrictions; a ban on meat‐related terms; and a requirement for a qualifying statement. We find stronger preferences for plant‐based meat alternatives in an unregulated labeling environment versus a ban on meat‐related terms or when label qualifiers are present. Label qualifiers perform similarly to a ban. A latent class model identifies consumer segments with heterogeneous responses to the labeling policy environment.

Suggested Citation

  • Liam J. S. Boldt & Jill E. Hobbs & Patrick Lloyd‐Smith & Yang Yang, 2026. "Beyond Labels: Exploring Consumer Preferences for Plant‐Based Meat Labeling Policies," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 48(1), pages 123-136, March.
    • Handle: RePEc:wly:apecpp:v:48:y:2026:i:1:p:123-136
    DOI: 10.1002/aepp.70013
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/aepp.70013
    Download Restriction: no
    File URL: https://libkey.io/10.1002/aepp.70013?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Sofia B. Villas‐Boas & Kristin Kiesel & Joshua P. Berning & Hayley H. Chouinard & Jill J. McCluskey, 2020. "Consumer and Strategic Firm Response to Nutrition Shelf Labels," American Journal of Agricultural Economics, John Wiley & Sons, vol. 102(2), pages 458-479, March.
    2. Greene, William H. & Hensher, David A., 2003. "A latent class model for discrete choice analysis: contrasts with mixed logit," Transportation Research Part B: Methodological, Elsevier, vol. 37(8), pages 681-698, September.
    3. Darnell Holt & Peter Slade & Jill Hobbs, 2024. "Do consumers care about clean labels? Willingness to pay for simple ingredient lists and front‐of‐package labels on beef and plant‐based burgers," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 72(1), pages 5-21, March.
    4. Daniele Asioli & Claudia Bazzani & Rodolfo M. Nayga, 2022. "Are consumers willing to pay for in‐vitro meat? An investigation of naming effects," Journal of Agricultural Economics, Wiley Blackwell, vol. 73(2), pages 356-375, June.
    5. Demartini, Eugenio & Vecchiato, Daniel & Finos, Livio & Mattavelli, Simone & Gaviglio, Anna, 2022. "Would you buy vegan meatballs? The policy issues around vegan and meat-sounding labelling of plant-based meat alternatives," Food Policy, Elsevier, vol. 111(C).
    6. Glynn T. Tonsor & Jayson L. Lusk & Ted C. Schroeder, 2023. "Market potential of new plant‐based protein alternatives: Insights from four US consumer experiments," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 45(1), pages 164-181, March.
    7. Daniele Asioli & Marija Banovic & Ada Maria Barone & Simona Grasso & Rodolfo M. Nayga, 2023. "European consumers' valuation for hybrid meat: Does information matter?," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 45(1), pages 44-62, March.
    8. Ortega, David L. & Sun, Jiayu & Lin, Wen, 2022. "Identity labels as an instrument to reduce meat demand and encourage consumption of plant based and cultured meat alternatives in China," Food Policy, Elsevier, vol. 111(C).
    9. Edenbrandt, Anna Kristina & Lagerkvist, Carl-Johan, 2021. "Is food labelling effective in reducing climate impact by encouraging the substitution of protein sources?," Food Policy, Elsevier, vol. 101(C).
    10. Yang Yang & Jill E. Hobbs, 2020. "Food values and heterogeneous consumer responses to nanotechnology," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 68(3), pages 289-313, September.
    11. Ortega, David L. & Sun, Jiayu & Lin, Wen, 2022. "Identity labels as an instrument to reduce meat demand and encourage consumption of meat alternatives in China," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322089, Agricultural and Applied Economics Association.
    12. Peter Boxall & Wiktor Adamowicz, 2002. "Understanding Heterogeneous Preferences in Random Utility Models: A Latent Class Approach," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 23(4), pages 421-446, December.
    13. Zhang, Jun & Shi, Hongxu & Sheng, Jiping, 2022. "The effects of message framing on novel food introduction: Evidence from the artificial meat products in China," Food Policy, Elsevier, vol. 112(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rao Yuan & Zhengmin Tang, 2025. "Does carbon labelling encourage the consumption of low‐emission meat products? Evidence from China," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 69(1), pages 80-99, January.
    2. Giovanna Piracci & Fabio Boncinelli & Leonardo Casini, 2022. "Wine consumers' demand for social sustainability labeling: Evidence for the fair labor claim," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 44(4), pages 1742-1761, December.
    3. Yang Yang & Jill E. Hobbs & David C. Natcher, 2020. "The Arctic as a food producing region: Consumer perceptions and market segments," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 68(4), pages 387-410, December.
    4. Espey, Amelia & Schuenemann, Franziska & Weinrich, Ramona, 2026. "Just another food fad? Expert insights and future scenarios for the plant-based alternative sector," Technological Forecasting and Social Change, Elsevier, vol. 223(C).
    5. Kruse, Tobias & Atkinson, Giles, 2022. "Understanding public support for international climate adaptation payments: Evidence from a choice experiment," Ecological Economics, Elsevier, vol. 194(C).
    6. Alexandros Dimitropoulos, 2014. "The Influence of Environmental Concerns on Drivers’ Preferences for Electric Cars," Tinbergen Institute Discussion Papers 14-128/VIII, Tinbergen Institute.
    7. Dhakal, Bhubaneswor & Yao, Richard T. & Turner, James A. & Barnard, Tim, 2012. "Recreational users' willingness to pay and preferences for changes in planted forest features," Forest Policy and Economics, Elsevier, vol. 17(C), pages 34-44.
    8. Coralie Hellwig & Kim Bolton & Greta Häggblom-Kronlöf & Kamran Rousta, 2022. "Aspects Affecting Food Choice in Daily Life as Well as Drivers and Barriers to Engagement with Fungi-Based Food—A Qualitative Perspective," Sustainability, MDPI, vol. 15(1), pages 1-25, December.
    9. Kanchanaroek, Yingluk & Termansen, Mette & Quinn, Claire, 2013. "Property rights regimes in complex fishery management systems: A choice experiment application," Ecological Economics, Elsevier, vol. 93(C), pages 363-373.
    10. Azita Varziri & Shuoli Zhao & Timothy A. Woods & Favour Esene, 2025. "Consumer Preferences Toward Local Versus Carbon: A Study of Value‐Added Dairy Products," Agricultural Economics, International Association of Agricultural Economists, vol. 56(6), pages 961-975, November.
    11. Sardaro, Ruggiero & La Sala, Piermichele & De Pascale, Gianluigi & Faccilongo, Nicola, 2021. "The conservation of cultural heritage in rural areas: Stakeholder preferences regarding historical rural buildings in Apulia, southern Italy," Land Use Policy, Elsevier, vol. 109(C).
    12. Peschel, Anne O. & Grebitus, Carola & Steiner, Bodo & Veeman, Michele, 2015. "A Behavioral Approach to Understanding Green Consumerism Using Latent Class Choice Analysis," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202727, European Association of Agricultural Economists.
    13. Kevin W. Maina & Martin C. Parlasca & Elizaphan J. O. Rao & Matin Qaim, 2024. "Farmer‐friendly delivery of veterinary services: Experimental insights from the Kenyan dairy sector," Journal of Agricultural Economics, Wiley Blackwell, vol. 75(3), pages 829-846, September.
    14. Chiadmi, Ines & Traoré, Sidnoma Abdoul Aziz & Salles, Jean-Michel, 2020. "Asian tiger mosquito far from home: Assessing the impact of invasive mosquitoes on the French Mediterranean littoral," Ecological Economics, Elsevier, vol. 178(C).
    15. Catalina M. Torres Figuerola & Nick Hanley & Sergio Colombo, 2011. "Incorrectly accounting for taste heterogeneity in choice experiments: Does it really matter for welfare measurement?," CRE Working Papers (Documents de treball del CRE) 2011/1, Centre de Recerca Econòmica (UIB ·"Sa Nostra").
    16. Yang, YeHa & Yang, SoYoung & Moon, HyungBin & Woo, JongRoul, 2024. "Analyzing heterogeneous electric vehicle charging preferences for strategic time-of-use tariff design and infrastructure development: A latent class approach," Applied Energy, Elsevier, vol. 374(C).
    17. Nouve, Yawotse & Zheng, Yuqing & Zhao, Shuoli & Kaiser, Harry M. & Dong, Diansheng, 2024. "A detailed demand analysis of plant-based meat alternatives vs. animal-based meat in the United States," 2024 Annual Meeting, July 28-30, New Orleans, LA 343798, Agricultural and Applied Economics Association.
    18. Bénédicte Rulleau, 2024. "Household preferences for cyber-attack resilient water distribution networks: A latent class analysis of a discrete choice experiment in France," Post-Print hal-04157111, HAL.
    19. Sunil P. Dhoubhadel & William Ridley, 2025. "China's meat sector growth and U.S. grain and oilseed exports," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 47(1), pages 275-303, March.
    20. Richartz, P. Christoph & Abdulai, Awudu & Kornher, Lukas, . "Attribute Non Attendance and Consumer Preferences for Online Food Products in Germany," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 69(01).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wly:apecpp:v:48:y:2026:i:1:p:123-136. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: https://doi.org/10.1002/(ISSN)2040-5804 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.