To Örebro University

In the pursuit of more sustainable and healthier diets, it is important to understand how the presentation and description of vegetarian meals can affect consumers' preferences and perceptions. This study investigated the influence of two tablewares (bowl and plate) and two labels ("vegan" and "plant-based") on liking, willingness to pay, and perceptions of healthiness and sustainability of a vegetarian meal in a restaurant located in the headquarters of a retail company in Stockholm, Sweden. It was found that participants perceived the meal as healthier when it was served in a bowl or labeled "vegan" than when it was served on a plate or labeled "plantbased", and no other significant association between tableware or label and other measured variables was found. These results can help researchers, restaurants, cafeterias, pastry shops, and industries understand and communicate better with consumers about healthier and more sustainable vegetarian meals. Further studies should include other food products and participants from other cultural backgrounds, as well as measure choice and intake.