Flagship species and certification types affect consumer preferences for wildlife-friendly rice labels

​​

• We assessed consumer preferences for wildlife-friendly outcome and input labels.

• Both certification type and flagship species affect consumer preference for labels.

• Consumers preferred input-based bird labels the most.•

• Consumers preferred fish labels with outcome claims to those with input claims.

• Differing preferences for labels indicate the importance of strategic labelling.​

• Our empirical evidence provides insights to balance biodiversity conservation with food security through conservation marketing.