From Niche to Norm: Plant-based labelling strategies to shift social norms to support plant-based food choices

Plant-based labels aim to promote plant-based choices by highlighting which products are plant-based. However, these labels are often applied selectively, leaving many more plant-based products unlabelled. We argue that this may unintentionally communicate that plant-based options are more 'niche' rather than the 'norm', and thereby hinder normalisation of plant-based consumption. Across two incentive-compatible experiments with representative Dutch samples in a simulated online supermarket, we examined how labelling interventions influence perceived availability of plant-based options, descriptive and injunctive social norms for choosing plant-based, and plant-based choices. In Study 1 (N = 1474), we manipulated the number of plant-based products labelled as plant-based. We found that labelling the majority (≥60%) of plant-based products increased perceived availability of plant-based products. Study 2 (N = 981) strengthened the label manipulation and compared two approaches: a positively framed "plant-based" label on all plant-based products versus a negatively framed 'contains animal-based ingredients' label on all non-plant-based products, hereby positioning those as 'exceptions'. The plant-based labels boosted perceived availability of plant-based foods, perceived descriptive norms and intention to choose plant-based products, while the 'contains animal-based ingredients' labels significantly increased plant-based choices. Together, these findings suggest that plant-based labels can shape perceptions beyond providing information on which products are plant-based by altering perceptions of availability and social norms. Future labelling strategies may increase their impact by normalising sustainable choices through effective labelling that highlights these options as the most visible and prevalent choice.