How Descriptive Labels Can Make Plant-Based Burgers Irresistible

The term ‘plant-based burger’ might not trigger excitement for many. However, a recent study conducted by experts in Australia suggests that the key to selling more vegan burgers lies in the art of naming. By adopting appealing and descriptive names such as ‘Juicy American’ or ‘Smoky Aussie,’ restaurants can potentially entice consumers to opt for plant-based alternatives over their meat counterparts.

There’s a pressing need to shift dietary habits towards plant-based options. Livestock farming, a significant source of animal products, contributes to habitat destruction and releases substantial amounts of CO2 and methane into the atmosphere. Encouraging consumers, especially meat lovers, to choose plant-based options can play a crucial role in mitigating the environmental impact of our food choices.

Researchers at the University of Queensland sought to explore the influence of meal names on consumer choices. The study involved 537 participants in an initial online survey, followed by a simulated restaurant experiment with 312 participants who ordered meals based on either appealing or unappealing names. The meals were not explicitly labeled as vegan or vegetarian, but the names included descriptive adjectives to enhance their appeal.

The study revealed that using descriptive adjectives significantly increased the likelihood of individuals choosing plant-based meals. Names like ‘Juicy Aussie Burger’ and ‘Tasty Italian Vegetable Lasagne’ outshone generic labels like ‘beef burger’ or ‘vegetable lasagne.’ The impact extended beyond just preferences; when the meat version had a less exciting name, meat-eaters were more likely to opt for the plant-based alternative with a descriptive name.

The findings suggest that plant-based food companies and restaurants can play a pivotal role in encouraging a shift towards more sustainable and plant-centric diets. Simple changes, such as rebranding a ‘vegan burger’ as a ‘Juicy American burger,’ have the potential to attract a wider audience, including those who might otherwise be hesitant to try plant-based options.

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