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Category: Project

Description: An online experimental study, with a two-group between subjects design, aiming to assess whether adding the term ‘milk’ to labels of milk substitutes would: 1) more accurately communicate the use of milk substitutes to consumers, and 2) confuse consumers about which products come from an animal source. Participants will be equally randomised to one of two conditions in a between-subjects design: No Milk Labelling Condition where milk substitutes are not labelled with the term milk and Milk Labelling Condition where milk substitutes are labelled with the term milk. The primary outcome is the number of milk substitutes the participant correctly identifies as being a product that could be added to a cup of tea or coffee. The secondary outcome is the number of milk substitutes the participant misidentifies as being from an animal source.