What factors matter among Singaporean youths in their decision to consume cultured meat?

• Main Author: Chee, Damon Ming Wee
• Other Authors: Chou Meng-Hsuan
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2023
• Subjects: Social sciences::Political science
• Online Access: https://hdl.handle.net/10356/169095
• Institution: Nanyang Technological University

Singapore became the first country in the world to allow the sale of Cultured Meat (CM) when it partnered with GOOD Meats to manufacture them in Singapore. The land-scarce country now has the capability to produce meat, which previously requires large tracts of land if conventional meat were to be produced. As more companies start to obtain licenses to manufacture and sell them in Singapore, it is important that we understand consumer’s perception of CM to ensure its successful adoption and subsequently reduce demand for imported meat. It will help ease Singapore’s food security concerns as she is less reliant on imports to feed her populace. This study used an explanatory sequential design to find out the factors that Singaporean youth deem significant before they decide to adopt CM in their diets, defined in this study as the ‘willingness to consume cultured meat (WTC CM)’. Through a survey, food technology neophobia was found to be the only significant factor and the reasons why were teased out through interviews. Little knowledge of the CM manufacturing processes, along with safety concerns, are found to hold the youth back from embracing CM in their diets.