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Ecolabeling is a tool used to promote and support more sustainable products by providing information that enables consumers to select products with better environmental performance. Ecolabels, therefore, can help create social awareness around sustainable consumption and promote respectful attitudes toward the environment, thus generating responsible consumption habits among the consumers. This study aims to analyze the heterogeneity of consumers' motivations in the process of purchasing food products with ecolabels. Additionally, it intends to study consumer typologies regarding their purchasing motivations toward ecolabeled food products to determine possible differences in socioeconomic variables, consumption, and consumer knowledge for these products. To this aim, a total number of 419 questionnaires were collected in Spain during January–February 2019 and a latent class analysis was implemented to segment consumers. The main findings of this study show three types of consumers (indifferent, committed, and skeptical), which present different characteristics, especially regarding their level of knowledge and consumption patterns. [EconLit Citations: M31, O13, Q13, Q56].

Meat production and consumption have been claimed to have negative impacts on the environment, and even on the consumer’s health. In this sense, alternative sources of protein, mainly meat substitutes and cultured meat, have emerged due to those perceived negative effects. Our paper carries out a choice experiment to analyze the preferences of 444 Spanish consumers and their willingness to pay for plant-based and cultured meats, as compared to conventional meat. Spain was considered of interest for this study due to its significant gastronomic culture, with high-quality meat products that make a great contribution to the economy, meaning that this could be a suitable and also challenging market in which to test alternative sources of protein. The findings show that consumers’ motivations and their interactions with these products are complex. Additionally, a cluster analysis allowed us to identify three types of consumers in terms of preference for these products: price-sensitive millennials, conscious/concerned consumers, and indifferent consumers. Only one group showed some level of acceptance of these alternative products meats.

Iberian dry‐cured ham is one of the most prominent Spanish traditional meat products with very special nutritional and sensory properties, which make it widely appreciated both in Spain and in foreign markets. The packaging formats used for sliced Iberian ham are vacuum and modified atmosphere packaging, which are more in line with the current trends and consumer habits and have contributed to its popularization. The aim of this article is to study the preferences of Spanish consumers for these two types of packaging of Iberian dry‐cured ham using a dual approach with sensory analysis and choice experiment. Data were collected by means of a survey conducted with 253 Spanish consumers. The choice experiment has shown that the participants proved to have a higher preference for the vacuum packaging. However, sensory test revealed that hams packaged in modified atmosphere received higher scores in terms of odor when making a global comparison.Practical ApplicationsNew purchasing habits require the adaptation of traditional products to new formats more in consonance with current consumer lifestyles. Iberian ham is one of these traditional products that until now selling in a whole‐piece format, which does not seem affordable for many consumers. So companies had to offer new sliced packaging format that could adapt with consumers' needs without affecting the organoleptic characteristics of the product. On the other hand, since we are dealing with a gourmet product of high sensory quality, results of this work would help companies in the sector to understand how the packaging format would influence the sensory attributes of the product. Both approaches applied in this article will allow industrials to know how consumer would behave in a pre and post‐purchase situation of different sliced dry‐cured Iberian ham packages that could be part of future marketing strategies within the Iberian sector.