Tricia Marjorie FERNANDEZ is a Researcher at the Lee Kuan Yew Centre for Innovative Cities (LKYCIC) , Singapore University of Technology and Design. She holds a Bachelor of Psychological Science from James Cook University (Singapore, 2017). Her work spans market research and academia, with a focus on consumer behavior, technology adoption, and cross-cultural psychology. Currently, she assists in the Urban Psychology Lab’s research on sustainable urban lifestyles, investigating how psychological factors influence environmentally friendly behaviors. Her research interests include societal impacts of emerging technologies, cross-cultural dynamics in consumer choices, and the psychological dimensions of food innovation. Notably, she contributed to studies on cultivated meat acceptance, exploring how sensory experiences and framing influence consumer perceptions. She also examined mobile communication domestication in Asian societies and intercultural marital dynamics in Singapore. Tricia has collaborated with institutions like Singapore Management University (SMU) and presented at international conferences such as the International Association of Cross-Cultural Psychology (IACCP). Her work bridges psychological insights with real-world applications in sustainable development and food systems. She collaborates with Samuel CHNG and Sarah WONG I-Mae in urban psychology initiatives, emphasizing interdisciplinary approaches to urban challenges. Her research outputs address pressing issues like alternative protein adoption and technology integration into daily life.









