Publication Type

Journal Article

Version

acceptedVersion

Publication Date

6-2026

Abstract

Purpose – As meat-reduction policies are discussed across the globe, many are met with public resistance. Cultural values may help explain this pushback, yet their role in shaping support for food policy remains poorly understood. This study is the first to apply cultural cognition theory to food policy by examining how cultural worldviews shape the acceptance of meat-reduction interventions in Singapore and Switzerland—two economically developed countries with contrasting cultural profiles. Design/methodology/approach – In an online survey, participants (Singapore: n = 357; Switzerland: n = 495) rated their acceptance of 11 meat-reduction interventions (e.g. taxes, subsidies, labelling). We then analysed to what extent country differences in acceptance of these interventions were mediated by cultural worldviews (individualism, communitarianism, hierarchy, egalitarianism), meat commitment, and pro-environmental identity. Findings – Singaporeans' acceptance of meat-reduction interventions was higher than in Switzerland. Certain variables mediated this effect. Specifically, Singaporeans scored higher on communitarianism and egalitarianism, which positively predicted acceptance, but also on meat commitment, which was negatively associated with acceptance. Other variables—including hierarchy and environmental identity—did not mediate the relationship between country and acceptance. Country remained a significant predictor even after accounting for these mediators, indicating that unmeasured factors could explain acceptance. Originality/value – These findings suggest that the acceptance of meat-reduction policies is shaped not only by attachment to meat but also by cultural values. Meat-reduction interventions may gain more traction in societies where communitarian and egalitarian values are more prevalent than individualistic values, underscoring the need for policymakers to tailor strategies to cultural contexts.

Keywords

Culture, Consumer behaviour, Sustainable food behavior, Cultural cognition theory

Discipline

Asian Studies | Food Studies | Place and Environment | Public Policy | Sustainability

Research Areas

Corporate Communication

Areas of Excellence

Digital transformation

Publication

British Food Journal

First Page

1

Last Page

20

ISSN

0007-070X

Identifier

10.1108/BFJ-09-2025-1311

Publisher

Emerald

Embargo Period

7-6-2026

Copyright Owner and License

Authors

Creative Commons License

Creative Commons Attribution-NonCommercial 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

Additional URL

https://doi.org/10.1108/BFJ-09-2025-1311

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