A recent study revealed that Singaporeans are more receptive to lab-grown meat than Americans. The Singapore Management University (SMU) conducted the study published in the peer-reviewed journal Appetite.
Spearheaded by Mark Chong, associate professor of Communication Management (Practice), Angela Leung, associate professor of psychology, and their student, Verity Lua, the study surveyed 616 Singaporeans and 759 Americans from July to August 2021. The research focused on the US because it is potentially the most significant market globally for alternative proteins and are 'representative' of western meat-eaters, SMU said.
Associate professor Chong said they conducted the study because lab-grown meat is promoted as a healthy alternative to conventional meat. There is insufficient data about consumer perception and acceptance of lab-grown meat, especially in Singapore.
Analysis revealed that Singaporean participants had greater acceptance of lab-grown meat than their American counterparts. The cultural difference was explained by Singaporeans' stronger social image eating motivations. Data show that cross-country differences in the motivation to eat for a favourable social impression result in differences in consumer acceptance of lab-grown meat. The study also revealed the Singaporean cultural trait of kiasu-ism, exemplified by the fear of losing out or being left behind, may have motivated Singaporeans to project an image of being 'trailblazers' (vis-a-vis other nationalities) by expressing a higher acceptance of novel foods such as lab-grown meat.
Singapore scored "world-firsts" in approving commercial sales of cultured meat in December 2020 and setting up a commercial cultured meat production facility in July 2021. This development has opened the doors for more protein alternatives to be available. It will contribute towards enhanced food security for the country.
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