Food labels serve important informational and signaling purposes however, the subjective beliefs associated with ethical labels such as farm animal welfare labels and their influence on anti-consumption behavior are not well-understood. This paper aims to address how subjective beliefs about FAW labels affect the milk anti-consumption behavior for different segments of consumers. Data from an in-person opt-in survey conducted in the US were used to address the objectives of this study. Information on respondents’ sociodemographic profile, milk choice and perceptions about (...) FAW was collected. Data were analyzed using multivariate regressions. The results show that FAW labels served as heuristic cues for higher environmental quality and health. The presence of labels also evoked a positive feeling in consumers. The FAW halos impacted milk anti-consumption. The effects however depended on preference type—milk versus plant-based alternative milk beverages. The results highlight the possibility of appealing to the relevant FAW subjective beliefs by stakeholders interested in fostering anti-consumption behavior as a means to achieving more sustainable consumption behavior. (shrink)