Consumers’ willingness-to-buy pasta with microalgae proteins – Which label can promote sales?

•Willingness to pay was determined for the Nutri-Score, organic and vegan label.•A Discrete Choice Experiment was used, followed by a random parameter logit model.•18% of the participants opted out for more than four out of seven choices.•Opting-out was associated with socio-demographics and attitudes.•Consumers were willing to pay more for labels on pasta with microalgae proteins.