Early Adopters or Forever Resisters? Singapore Veg*ns' Views Toward Alternative Protein Foods

Abstract

Alternative protein foods, which provide significant quantities of protein but do not use conventional animal sources, can be an important component of sustainable diets. This paper presents the results of an autoethnographic study by an activist reflecting on their efforts to move people in Singapore closer to animal-free diets, with an emphasis on present and future consumption of alternative protein foods. The findings suggest that the majority of Singapore veg*ns are not early adopters of such foods and may resist consuming them in the future. Reasons for this resistance include the perception that such foods are unnecessary, do not support spiritual needs, are not part of healthy lifestyles, are produced by companies driven by self-interest, and are not seen as a tool for promoting veg*nism. Implications are discussed in light of recent advances in understanding how to effect change.