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
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 understandin