Amelia Juraimi

Amelia Juraimi is a research assistant at IPUR affiliated with the Bezos Centre for Sustainable Proteins, NUS. With a background in Chemistry, Amelia began her career in R&D and product development in the personal care and fragrance industry. Before joining NUS, Amelia worked at The Agency for Science, Technology and Research (A*STAR) where her research shifted into exploring consumer behaviour. Currently, she focuses on understanding consumer behaviour, attitudes, and perceptions of sustainable foods such as alternative proteins. She employs mixed method approaches to increase acceptance and adoption of such foods in everyday diets.