Effect of Sugar-Content Labels on Taiwanese Consumers' Intention to Purchase Sugar-Sweetened Beverages

Hsu-Ju Teng ； Han-Shen Chen ； Hsiao-Han Chen ； Chi-Feng Lo

《中山醫學雜誌》 29卷2期 (2018/12) Pp. 69-80

摘要

Purpose: The aims of this study are to examine the effectiveness of sugar-content labeling and to analyze the factors associated with the purchase of sugar-sweetened beverages (SSBs). Method: A model based on the theory of planned behavior (TPB) was used to examine whether consumer attitudes, subjective norms, and perceived behavioral control related to sugar-content labeling influence SSB purchase intention and behavior. This study was based on data gathered from self-reported questionnaires. In total, 222 valid samples were collected, reflecting a 78.3% valid response rate. Results: Clear sugar-content labels on SSBs resulted in increased consumer purchase intention and behavior. Subjective norms were discovered to have the most significant influence on consumer perception of SSBs, followed by attitudes. Perceived behavioral control was found to only significantly influence male SSB consumers. Conclusions: Sugar-content labels affect consumer attitudes and subjective norms, thereby positively influencing consumer SSB purchase intentions and behaviors. Based on these results, the Taiwanese government should promote SSB sugar-content labeling to empower consumers and increase policy effectiveness. The media and medical professionals should be encouraged to educate the public about nutrition, as social pressure to make healthy choices may lead to reduced SSB consumption.

關鍵字

Sugar Labeling Policy ； Sugar-Sweetened Beverages (SSB) ； Purchase Intention ； Purchase Behavior ； Theory of Planned Behavior (TPB)