不帶“純素食”標簽的植物性食品更受消費者青睞

麥千葉

Customers are more likely to buy plant-based foods when they are not labelled “vegan”， a study has found. The same is true with red-meat eaters choice.

More consumers prefer a plant-based diet which is thought to be more healthy and environmentally sustainable.

However， researchers have found that more people chose vegan foods if they were marketed differently.

Researchers from the University of Southern California conducted a national food choice experiment to determine how people respond to labels such as “vegan” and “plant-based” compared to “healthy”， “sustainable”， or “healthy and sustainable”.

In the study， presented at the Society for Risk Analysis 2023 Annual Conference in Washington DC， all participants chose between a food gift basket without meat and dairy and another with meat and dairy.

Participants were assigned one of the five labels for their meat and dairy free choice.

They found that only 20 percent participants chose the food basket without meat and dairy when it was labelled “vegan”， while 27 percent chose it when it was labelled “plant-based”. About 42 percent of participants chose the food basket without meat and dairy when it was labelled “healthy”， 43 percent chose it when it was marked “sustainable”， and 44 percent chose it when it was tagged “healthy and sustainable”.

Dr Patrycja Sleboda， assistant professor of psychology at City University of New York， said of the results： “This labelling effect was especially pronounced among individuals who identified as red-meat eaters and held across socio-demographic（社會人口的） groups.

“Thus， changing labels is a low-cost scalable（可擴展的） intervention for promoting healthy and environmentally sustainable food choices.”

（材料來自The Telegraph網站，有刪改）

1. What does “red-meat eaters choice” refer to in Paragraph 1？

A. Red-meat eaters are more likely to buy food with meat and dairy.

B. Red-meat eaters are among the common customers for plant-based food.

C. Red-meat eaters prefer plant-based foods when they are not labelled “vegan”.

D. Red-meat eaters choose vegan foods more than the foods with meat.

2. The key reason for customers preference for a plan-based diet is _______.

A. that they have such a eating habit in daily life

B. that they think it good for health and environment

C. that they are offered advice by environmentalists

D. that they are encouraged to buy vegan food by experts

3. Based on the food choice experiment， what makes customers choice different？

A. The variety of the foods.

B. The label of the foods.

C. The benefits of the foods.

D. The amount of meat in the foods.

4. What can we learn from Patrycja？

A. The labelling effect is worth promoting.

B. Changing labels can reduce producing cost.

C. Label-changing intervention is costly.

D. Changing labels fool red-meat eaters more easily.

1. C。解析：詞義猜測題。材料第一段提到“一項研究發現，消費者更有可能購買沒有被貼上‘純素食標簽的植物性食品，紅肉食用者的選擇也是如此”，C選項“紅肉食用者更喜歡沒有被貼上‘純素食標簽的植物性食品”與材料內容相符，故選C。

2. B。解析：細節理解題。材料第二段提到“越來越多的消費者更喜歡被認為更健康、更具環保性的植物性飲食”，這與B選項“他們認為這對健康和環境有好處”相符，故選B。

3. B。解析：推理判斷題。材料第四段中提到“有關研究人員進行了一項全國性的食品選擇實驗，以確定人們對標簽的反應”，第七段中提到“他們發現，只有20%的參與者選擇標有‘純素食的不含肉類和乳制品的食品”和“44%的人選擇標有‘健康和可持續的食品”。由此可知，B選項“食品的標簽”與材料內容相符，故選B。

4. A。解析：推理判斷題。材料最后一段提到“因此，更換標簽是一種低成本、可擴展的干預措施，可以促進健康和環境可持續發展的食品選擇”，A選項“標簽效應值得推廣”與材料內容相符，故選A。