About Green Monday Foundation

Established on Earth Day April 22nd 2012, Green Monday is a multi-faceted social venture group that aims to tackle climate change, global food insecurity, public health and animal welfare issues by making low-carbon and sustainable living simple, viral and actionable. Our platform enables corporations, restaurants, schools and the general public to effectively contribute to performing social and environmental responsibilities.

Time for Change
Time for Change

According to a 2013 report by the Food and Agriculture Organization of United Nations (FAO), the livestock industry is estimated to produce 14.5% of CO2-equivalent human-induced greenhouse gases used every year. According to researches of leading institutes, shifting to plant-based diets could reduce up to 56% GHG emissions and 6-22% of other environmental impacts (Springmann et al, 2018).

Our Mission

Green Monday aims at championing a sustainable food system by advocating a one-day-a-week plant-based meal philosophy. It is not about converting people to vegetarianism, nor does it require a drastic lifestyle change or a huge time commitment. We aim to educate the public on how easy and effective it is to reduce their environmental footprint and improve health by giving up meat for just one day per week.

Green Synchronisation

Hong Kong has one of the highest meat consumption per capita in the world. Green Monday synchronizes behavior change locally and globally by unlocking the power of individuals taking small and easy steps. Going green on Mondays could be an easy start but individuals can choose however and whenever to go green, depending on their own needs and goals.

Green Monday Trending

A biennial survey on Hong Kong’s perception of plant-based diets conducted by an independent market research company revealed in 2020 that 40% of Hong Kong’s population practise flexitarianism, a 70% jump compared to 2018. 62% of the Hong Kong population is willing to reduce meat consumption to support healthier eating habits.

YOUR IMPACT BY GOING GREEN | if you go plant-based every day for a year

2.1 Tons

of CO2 Equivalent Emissions Prevented

400 Lives

Number of Lives Saved

91 Trees

Needed to Absorb the Same Amount of CO2

1,000,000 People

Number of People’s Worth of Drinking Water Saved For a Day

Numerous studies have suggested that “Consumption of healthy and sustainable diets presents major opportunities for reducing GHG emissions from food systems and improving health outcomes” (IPCC, 2019). “The impacts of animal products can markedly exceed those of vegetable substitutes, to such a degree that meat, aquaculture, eggs, and dairy use ~83% of the world’s farmland and contribute 56%-58% of food’s different emissions, despite providing only 37% of our protein and 18% of our calories” (Poore, 2019).

In Green Monday, we have been working with different international subject experts to develop a comprehensive set of credible education message as well as to estimate scientifically, within the best defined boundary, the impact metrics of diet shift. While an international framework of quantifying food purchasing and consumption activities in terms of associated GHG emissions and various indicators is not yet in place, a “Carbon Reduction Opportunities” could generate an indicative figure to demonstrate the positive impact due to diet change.

The opportunity of shifting from a normal (baseline) diet to the “no animal scenario” is estimated to be 2.1 tons CO2e per person per year in a global averaged setting (Poore, 2019). This could be translated to 1.92kg CO2e per meal reduced (assuming three meals a day with environmental impact evenly distributed).

A research led by the researchers from the HKU Department of Earth Sciences showed that HK has one of the highest meat consumptions per capita in the world at 664g/day/capita (equivalent to two pieces of 10-oz steak). Pork and beef consumption are the highest, with average daily consumption four times higher than the UK. The research, led by Dr Christelle Not, was published in Environmental Research Letters (2018) and estimated a Hong Kong specific GHG emissions by the “consumption-based accounting method” which better reflects the actual scenario observed in Hong Kong (YY Yau et al, 2018).

We are grateful to Dr Christelle Not and Dr Benoit Thibodeau who provided the Green Monday team valuable information and guidance in setting up a Hong Kong specific dataset. The consumption-based methodology has estimated that, specifically in Hong Kong, shifting to a vegan (no animal scenario) diet could create an reduction opportunity of 5.38kg CO2e per meal, and 5.05kg CO2e per meal in the ovo-lactro-vegetarian scenario.

Please refer to the methodology paper for detailed reference [download here].