More than just a label: The impact of the vegan label on product perception and consumption intentions across health consciousness levels A quantitative study in the food industry

Abstract

Purpose: The study aims to examine whether health consciousness, as a cognitive heuristic,
influences the impact of vegan labels, as external cues, on product attribute perceptions such as
taste, health, and environmental friendliness, as well as on consumption intentions. As
consumers face cognitive limitations when evaluating food products, this research aim to
contribute to the understanding of how external cues, such as vegan labels, and internal
heuristics, such as health consciousness, influence consumption decision-making and the
effectiveness of vegan labelling strategies.

Methodology: This study employed a quantitative research approach with a deductive design.
To investigate the proposed relationships, a single-factor between-subjects experimental design
was incorporated into an online survey. Hypotheses were tested using PLS-SEM.

Empirical data: Data were collected from 253 participants via convenience sampling, using
multiple channels, including email, social media platforms and online forums.

Findings: Results found that the vegan label didn’t have a significant effect on consumption
intention. Equally, consumers product perception of healthiness, taste or environmental
friendliness did not significantly mediate the relationship between the presence of the vegan
label and consumption intentions. Furthermore, health consciousness did not moderate the
relationship between the presence of a vegan label and consumers product perception of
healthiness, taste and environmental friendliness or consumption intention. However, in line
with previous studies, this research found that perceived taste and healthiness significantly
influence consumption intention.

Theoretical contribution: This study extends the theoretical understanding of consumer
decision-making by applying Cue Utilization Theory to an underexplored context: the vegan
food industry. It offers insights into how extrinsic vegan label cues are interpreted when
intrinsic cues are unavailable, challenging common assumptions about the effectiveness of
labels in shaping consumer behaviour. This study further adds nuance to the S-O-R Model.
Rather than assuming a uniform pathway from stimulus to response, the study suggests that
internal heuristics like health consciousness shape perception (the "Organism" component),
leading to different consumption intentions and consumer perceptions.

Practical contribution: Vegan labelling alone has a limited impact on consumer perception
and consumption intention. To effectively influence consumption intention, marketers should
complement vegan labelling with additional cues like taste-focused messaging and health
claims. These elements align more with consumers preferences for healthy and flavourful food.
To reduce interpretation gaps between consumer expectations and vegan products actual
attributes, targeted marketing based on health consciousness, clearer labelling standards and
better consumer education is needed. Retailers also play a key role through strategic integration
of vegan products. Together, these strategies can increase the attractiveness and accessibility of
plant-based options.

• author: Berrer, Britney Tyra and Bernier, Manon
• supervisor: Javier Cenamor
• organization: Department of Business Administration
• course: BUSN39 20251
• year: 2025
• type: H1 - Master's Degree (One Year)
• subject: Business and Economics
• keywords: Consumption Intention, Vegan label, Consumer Perception, Perceived Taste, Perceived healthiness, Perceived environmental friendliness, Health consciousness, S–O–R model, Cue utilization theory, Heuristics
• language: English
• id: 9207066
• date added to LUP: 2025-07-01 12:19:05
• date last changed: 2025-07-01 12:19:05