Watch the full recording of the workshop.
Every time you trade your car for public transport or take a reusable bag to the supermarket, you are helping Singapore inch toward its 2050 net zero target. But the most powerful climate action might be sitting right on your dinner plate – by cutting down on your meat consumption.
According to a 2022 study in The American Journal of Clinical Nutrition, ditching beef for one meal can almost halve a person’s carbon footprint for that day. Separate research has also suggested that animal-based products contribute to nearly 20 per cent of human-caused greenhouse gas emissions.
Reducing meat consumption is getting more palatable, with technological advancements allowing for the development of better plant-based alternatives compared to past attempts, said Dr Michael Siegrist, Professor in Consumer Behaviour at the Institute for Environmental Decisions, ETH Zurich.
He was giving his keynote address at a workshop that brought together researchers and experts to explore the future of alternative proteins. It was co-hosted by Lloyd’s Register Foundation Institute for the Public Understanding of Risk (IPUR) and the new Bezos Centre for Sustainable Protein at NUS in January.
The challenge for Singapore on this front remains substantial: half of Singaporeans consider themselves active meat eaters, with only 5 per cent identifying as vegetarian or vegan.
However, there’s room for optimism. A study by IPUR found that 62 per cent of Singaporeans would be willing to reduce their meat consumption in the future.
How can this willingness be turned into action? The key lies in early education and effective communication.
Why cutting down meat is so tough
Alternative proteins are foods designed to replace traditional animal-based products and currently come in three main forms: plant-based meat, cultured meat, and insects.
With significant environmental and health benefits, the case for cutting down on meat is compelling.
Agri-food chains account for almost a third of global greenhouse gas emissions, and most of that is linked to animal protein production, said Ms Chloe Tan, a Research Assistant from the NUS Department of Biological Sciences.
Excessive meat intake is also linked to health issues such as diabetes, added IPUR Director, Professor Leonard Lee. The research institute’s recent collaboration with Diabetes Singapore found that an alarming 40 per cent of Singaporeans are pre-diabetic.
But shifting dietary habits is no easy task, and alternative proteins remain a tough sell.
Cultural values and psychological factors play an important role in the acceptance of novel food technologies. For example, there is food neophobia, or the fear of trying new foods.
“Meat is a highly valued product by most consumers; for some it’s almost part of their identity,” said Prof Siegrist.
Discussions about cell-based meat are also often dominated by negative sentiments, said Professor Zhang Weiyu from the NUS Department of Communications and New Media, who analysed public discourse on Facebook from 2014 to 2024.
Many view such alternatives as unnatural, disgusting, and unhealthy, noted Prof Siegrist. It does not help that many plant-based alternatives are classified as “ultra-processed” under systems like the NOVA classification, which labels them as less healthy than traditional meat.
The overlooked alternatives
Adding to this challenge is the lack of knowledge about existing sustainable proteins that are not carbon-intensive, observed Associate Professor Alberto Salvo from the NUS Department of Economics. His survey found that about two in three people were not aware that beans and chickpeas are rich in protein.
“Many people misperceive plant proteins as being low in protein but it is quite the opposite. Cooked chickpeas and lentils can contain nearly as much protein as chicken,” said Assoc Prof Salvo, who is also one of the Principal Investigators of the Bezos Centre for Sustainable Protein.
Furthermore, not only are these unprocessed plant foods rich in protein, but they are also low in cholesterol and protect animal welfare.
One way to turn the tide is through early education.
How education shapes future food choices
Nutrition campaigns which promote new cooking skills and recipes using chickpeas, lentils, and even beans should be considered, said Mr Muhammad Haiman Samad, Research Assistant at Nanyang Technological University.
Children too can be powerful agents of change within their families, noted Ms Amelia Juraimi, a research officer at the Agency for Science, Technology and Research (A*STAR).
This influence on their families’ food choices leverages a concept called “pester power”, which refers to children’s ability to persistently request specific products and shape their parents’ purchasing decisions through repeated asks and negotiations.
The A*STAR team had developed the Virtual Factory, an interactive learning tool which taught a sample group of children aged eight to 16 about the value and production of sustainable proteins.
Preliminary findings showed that children who used the app reported higher acceptance of these foods and were more willing to try them.
Educating children about sustainable food options can drive positive changes in their families’ eating habits over time, and create a ripple effect that extends beyond households, said Ms Juraimi.
Crafting the right message
While education lays the foundation, effective communication drives action. Strategic messaging should emphasise the benefits of alternative proteins and address common concerns.
Providing scientific facts about the environmental and health benefits of cultivated meat can significantly improve acceptance among consumers, said Ms Tan.
The timing and framing of information are also critical.
Prof Lee demonstrated this through an experiment involving beer. Participants were less likely to prefer a beer labelled as containing balsamic vinegar if told about the ingredient before tasting. When informed after tasting, their preference for the beer increased.
“Information provided before consumption could actually colour or contaminate your preference, but not if you have had a chance to taste it first,” he explained.
With media organisations taking the lead in influencing public sentiments, there needs to be greater communication with the new generation of opinion leaders, added Prof Zhang.
This is particularly crucial for cell-based proteins, where public opinion remains divided and understanding is still evolving as the technology develops.
No silver bullet
Whether it’s choosing a plant-based meal or educating our children about sustainable food choices, every effort counts.
Individual actions matter, said Dr Olivia Jensen, Deputy Director and Lead Scientist at IPUR. “We try not to be too didactic about what people should do, but rather to say, work out what your own carbon footprint is.”
Citing the Singapore Power carbon calculator as a useful tool, Dr Jensen added that people are empowered to understand their own biggest contributors of carbon emissions and presented solutions to take control of their actions.
While most Singaporeans are willing to cut their meat intake, bridging the gap between intention and action requires a multifaceted approach.
Change will not happen overnight. “When it comes to food, people are really conservative,” noted Prof Siegrist.
“We should not expect that one trick is going to solve the problem. What we need is to have a lot of different aspects changed, and you need a lot of time to see some impact here.”
This article first appeared on NUS News on 26 February 2025.
