Table 4_Seductive or deceiving? A focus group study on perspectives and expectations of consumers on meat alternative labeling practices.docx

Although participants did not report unintentionally purchasing meat alternatives, they expressed concerns about potentially feeling misled by current labeling practices. At the same time, participants recognized that meat-like terminology can enhance familiarity and provide useful reference points regarding sensory properties, preparation, and usage.</p>Discussion and conclusion<p>The findings highlight a distinction between legal and societal forms of misleading, emphasizing the need for clear and transparent communication across the food chain.

Regulatory frameworks and policy efforts may play a critical role in standardizing labeling practices to ensure that information on meat alternatives is both informative and trustworthy. Balancing consumer protection with effective communication is essential for fostering consumer trust and supporting the wider adoption of sustainable meat alternatives in line with global sustainability goals.</p>