How To Message Plant-Based Diets And Products In Southeast Asia: A Social Media Analysis
Background
Southeast Asia is a critical region for animal advocacy. Home to over nine billion farmed land animals, diverse religions, and a myriad of languages and cultural contexts to navigate, the region is a crucial but challenging arena in which to create positive impact for animals — especially in regards to plant-based diet change.
Previous research has identified unique advantages and disadvantages of plant-based advocacy in the region. For example, while Western consumers may consider plant-based meat products less healthy due to their processing in factory facilities, this may not be a major health concern for Southeast Asian consumers (Good Growth and GFI, 2024). However, the same study also found that only 21% of Southeast Asian consumers express an intention to reduce meat consumption, while the same proportion want to increase their meat intake, particularly of chicken and fish. Still, it’s not clear what the most effective messaging strategies are since most plant-based consumer studies focus on Western contexts.
To address this research gap, this study identifies key audiences in Southeast Asia that are most open to pro-animal diet change, examines their sources of influence, and pinpoints which messages may resonate best with consumers. To arrive at our conclusions, we used a combination of a literature review and “social listening” — a method of methodically analyzing social media comments to determine beliefs. We analyzed social media discourse in six countries: Thailand, the Philippines, Vietnam, Singapore, Indonesia, and Malaysia.
These findings present a key opportunity for advocates to better understand how this crucial region views plant-based diets and products — and, more importantly, they demonstrate how advocates can fine-tune their strategies to maximize positive impact for animals.
Key Findings
- Key consumer segments that show an openness toward plant-based diets in Southeast Asia tend to be higher income, well educated, health conscious, and older than 55. While specific segments may vary across countries, advocates should consider targeting these groups with diet-change campaigns. People looking for protein diversification and to reduce red meat may also be most interested in plant-based meat alternatives.
- The three biggest motivations for adopting plant-based diets are health (43% of total motivation mentions), animal protection (17%), and environment (12%) — but barriers persist. For example, while users mentioned disease prevention, weight management, and overall well-being as health motivations, 23% of mentions related to barriers to adoption of plant-based diets expressed skepticism about nutritional sufficiency, energy, and protein. Animal protection and ethical concerns were the second-biggest motivation, but this motivation appears to be primarily driven by passionate supporters of the cause rather than mainstream consumers, which suggests that the influence of such narratives may be limited. Finally, consumers linked plant-based diets to reducing carbon emissions and deforestation and mitigating climate disasters. However, some dissenting voices challenge the environmental impact of animal agriculture, arguing that livestock contributes to soil regeneration and food resilience.
- Common Southeast Asian religions — including Hinduism, Buddhism, and Islam — have different impacts on attitudes to plant-based diets, both positive and negative. Buddhism and Hinduism encourage plant-based diets, with many followers committing to vegetarianism during religious holidays and as acts of thanksgiving. This motivation was particularly strong in Malaysia and Thailand, where 12% of motivation-related posts referenced religious reasons for meat reduction. In contrast, Islamic traditions like sacrificial slaughter and strong cultural beliefs around meat can act as a barrier to meat reduction, particularly in Indonesia and Malaysia, where 12% of barrier-related posts referenced religious norms.
- Cost and accessibility concerns deter many consumers across Southeast Asia, but cost-savings from adopting plant-based diets are also a motivation for a few consumers in Indonesia and Vietnam. Around 16% of barrier-related posts cited cost as a major deterrent. Plant-based meat is significantly more expensive than meat in many countries, and is viewed as a luxury. However, a minority of social posts in Indonesia and Vietnam (3%) referenced reducing meat due to rising prices, suggesting an opportunity to position plant-based diets as cost-effective in some markets.
- Negative perceptions of pro-plant-based advocates can create resistance, especially in Singapore and Thailand. Roughly 10% of barrier-related posts expressed negative views of vegans and plant-based advocates, describing them as judgmental, overly critical, or idealistic.
- Meat cravings and taste preferences limit long-term adoption for some, particularly in the Philippines, but many who have embraced plant-based diets see taste more as a motivator than a barrier. About 7% of barrier-related posts in the Philippines specifically referenced meat cravings, the highest among all study countries. Across the region, many consumers are more open to occasional meat reduction rather than full vegetarianism or veganism, and some are only willing to replace red meat but not seafood or poultry. Taste remains an issue, but mostly for those unfamiliar with plant-based alternatives. Among those who have embraced plant-based diets, taste was five times more likely to be mentioned as a motivation than a barrier in their social media posts.
- Key sources of influence for opinions on plant-based diets are celebrities (21% of total mentions), news and media (13%), and advocacy groups (12%). Other sources included academia, brands, religious leaders, supranational organizations (e.g., the UN, WHO), local communities, and governments. The outsized mentions of celebrities — which included people like Fujii Kaze (Japanese musician), Nadine Lustre (Filipino actress), and Lewis Hamilton (F1 driver) — and films like Okja and You Are What You Eat suggest that these may be key ways to promote plant-based eating to consumers.
Recommendations
For Advocates
- Use health messaging as the primary entry point. Health benefits are among the most influential factors shaping consumer attitudes toward plant-based diets. Red meat in particular is widely perceived as unhealthy, making health-based messaging an effective strategy for encouraging reduction of red meat consumption. Highlight health benefits of embracing plant-based eating, such as improved general well-being, disease prevention, and weight management, as these are top-of-mind benefits for most consumers. However, be aware of the “small animal replacement problem,” which results when consumers replace pork and beef with fish or poultry, causing significantly more animal deaths and suffering. To mitigate this, encourage plant-based meats, not just red meat reduction.
- Consider partnering with nutritionists, healthcare professionals, and medical institutions to address persistent misconceptions about plant-based diets, such as nutrient and protein intake. Over a fifth of the mentioned barriers to plant-based eating are related to health concerns. When exploring and alleviating these concerns, always make sure you’re able to provide credible, evidence-based information when engaging with consumers about diet.
- Promote affordable, local plant-based options to address cost concerns. Across Southeast Asia, tofu, tempeh, jackfruit, and other plant-based staples have long been part of local diets, yet they’re not actively framed as part of the “plant-based movement.” Instead of promoting expensive meat alternatives, campaigns can consider rebranding traditional, local plant-based foods as desirable and modern, highlighting them as nutritious, familiar, and cost-effective. In Indonesia and Vietnam, where some consumers reduce meat due to price, frame plant-based diets as a smart financial choice. Creating guides to plant-based eating that cater to different levels of affordability can show the variety of products and more affordable price points, and dispel the perception that plant-based diets are more expensive.
- Tailor messaging for religious communities, leveraging existing traditions rather than challenging them. In Thailand, Vietnam, and Malaysia, collaborate with Buddhist and Hindu religious groups to promote plant-based eating as a compassionate and spiritually rewarding choice (e.g., drawing on the concept of karma), aligning campaigns with key cultural and spiritual events to further tap into established networks of trust and community values. In Indonesia and Malaysia, where Islamic traditions like the sacrificial slaughter of animals during Eid present a barrier, focus on health benefits rather than ethical arguments, as well as the fact that many (almost all) plant-based dishes fit within halal guidelines.
- In religiously diverse communities, like in Malaysia and Singapore, frame plant-based diets as the most inclusive option. Since plant-based foods nearly always fit religious dietary criteria (such as halal or Buddhist vegetarianism), they can be key institutional guidelines for organizations like community centers or schools that cater to multiple religions.
- Tailor messaging to promising consumer segments. Values-driven and health-conscious audiences are likely to respond well to narratives emphasizing climate change, environmental sustainability, and health benefits for their families. Speak to consumers concerned about food safety with messaging that emphasizes transparency and safety assurances around plant-based food sources. Leverage the influence of vegetarian friends or family members on their communities. Position plant-based meat as a novel and nutritious alternative for those who are curious and keen to reduce red meat consumption.
- Use non-judgmental, inclusive messaging to counter negative perceptions of plant-based advocates. Avoid moral superiority or shaming tactics, as these alienate consumers. Emphasize personal choice, small steps (e.g., “Meatless Mondays,” “Veganuary”), and gradual shifts like flexitarian diets rather than all-or-nothing approaches. Promote diverse role models and relatable influencers rather than only outspoken activists to make plant-based lifestyles feel more approachable.
- Leverage pro-plant-based celebrities and athletes’ influence on their fan communities. While an earlier Faunalytics study found that celebrity had a small effect on diet change in a general population, our social listening shows that celebrities can drive interest in plant-based diets, especially among fans who admire their commitment to their values and lifestyles. Partner with athletes, actors, and musicians with strong fandom communities who can promote plant-based eating as a lifestyle choice rather than a sacrifice.
- Utilize entertainment media, like documentary storytelling and reality TV formats, to showcase plant-based eating in engaging ways. Social listening echoes findings in previous research by Faunalytics (2022) that documentaries are among the most effective media for influencing consumers to reduce their animal product consumption. Consider working with regional directors and producers to create engaging, localized content around the movement in Southeast Asia.
For Researchers
- Expand consumer segmentation studies to better understand regional differences. Research on plant-based consumer attitudes in Singapore, Indonesia, Vietnam, and the Philippines remains limited. Future studies should examine which demographics (e.g., flexitarians, price-sensitive consumers, health-conscious young professionals) are most receptive in these countries, and what specific messages resonate with each segment. Given some segments’ skepticism of plant-based meat, future studies should include probes around broader meat reduction (e.g., whole plant foods).
- Investigate cost perceptions versus reality. Some consumers view plant-based diets as expensive, while others reduce meat for financial reasons. Some studies have found that adoption of plant-based diets is not necessarily driven by more affluent consumers (e.g., one study on Vietnam, by Delley et al. (2024), found that a high percentage of health-conscious consumers looking to reduce meat consumption come from lower income tiers). Thus, more specific investigation of the costs of plant-based diets could unlock new advocacy angles.
- Investigate identity politics associated with the plant-based movement and impacts on the efficacy and reach of advocacy campaigns. Negative perceptions of plant-based advocates are rarely explored in existing studies. Specifically, future studies should examine whether negative stereotypes of plant-based advocates create resistance to dietary change and how messaging strategies can be adapted to overcome these barriers.
- Incorporate diverse methodologies, including qualitative studies and surveys, to complement existing research and build a deeper understanding of Southeast Asian consumers. This is particularly important for studying long-term behavior change in plant-based food adoption, as many consumers experiment with plant-based diets but eventually revert to meat. Studies on the factors influencing retention and habit formation (one such study was done by Faunalytics in 2023) can provide deeper insights.
- Provide open access to anonymized consumer data for research, where possible. During the course of this study, we found that other researchers investigating similar topics had collected data to answer our research questions but had chosen to analyze it in a different way. For example, the literature review section of this study would likely be more substantive should we have had access to the raw data collected in previous research.
Applying These Findings
This report can be utilized strategically in a few key ways:
- Identifying promising consumer segments for plant-based diet-change messaging;
- Tailoring communication approaches that resonate with Southeast Asian consumers, aligning with their values and motivations while addressing barriers to change;
- Identifying potential sources of influence that could help shape positive perceptions of plant-based diets; and
- Generating hypotheses and shaping approaches for future research on the topic of plant-based diets in Southeast Asia, building on learnings from this study.
We understand that reports like this have a lot of information to consider and that acting on research can be challenging. Faunalytics and Good Growth are happy to offer pro bono support to advocates and non-profit organizations who would like guidance applying these findings to their own work. Please visit our virtual Office Hours or contact us for support.
For an in-depth, accessible overview of this study’s findings in video format, be sure to check out the webinar below.
Behind The Project
Research Team
The project’s lead authors were Audrey Tsen (Good Growth) and Thomas Manandhar-Richardson (Good Growth, Bryant Research), with research support by Takuto Shiota (Shiota Health Communications) and Jack Stennett (Good Growth). Jah Ying Chung (Good Growth), Allison Troy (Faunalytics), and Andie Thompkins (Mercy for Animals, Faunalytics) reviewed and oversaw the work.
Acknowledgements
We are grateful to Faunalytics’ donors for your support — your donations allow us to conduct essential research like this to help you take action for animals.
Research Terminology
At Faunalytics, we strive to make research accessible to everyone. We avoid jargon and technical terminology as much as possible in our reports. If you do encounter an unfamiliar term or phrase, check out the Faunalytics Glossary for user-friendly definitions and examples.
Research Ethics Statement
As with all of Faunalytics’ original research, this study was conducted according to the standards outlined in our Research Ethics and Data Handling Policy.
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Citations:
Tsen, A., Manandhar-Richardson, T., Troy, A., & Thompkins, A. (2025). How To Message Plant-Based Diets And Products In Southeast Asia: A Social Media Analysis. Faunalytics. https://faunalytics.org/messaging-plant-based-diets-in-southeast-asia/
