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KMID : 1134820150440121865
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Journal of the Korean Society of Food Science and Nutrition
2015 Volume.44 No. 12 p.1865 ~ p.1872
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Consumer Perceptions and Attitudes towards Reducing Sugar Intake
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Kim Eun-Mi
Ahn Jee-Ahe
Jang Jong-Keun
Lee Min-A
Seo Sang-Hee
Lee Eun-Jung
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Abstract
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This study attempted to investigate consumer perceptions and attitudes towards reducing sugar intake by providing data to develop guidelines for the government and food-related industries to encourage Korean consumers to maintain appropriate levels of sugar intake. A survey was conducted on 238 adult consumers regarding their purchasing power for products with high sugar content in Seoul and Bundang, Gyeonggi area from September 1∼30, 2013. Nutritional information on sugary products had a greater impact than media and others' recommendations on consumer awareness regarding need to reduce sugar intake. External factors such as health and weight control were stronger reasons for consuming reduced amounts of sugar or sugar-free products than internal factors such as sweetness. However, internal factors－such as taste－did not have a greater effect on consuming reduced amounts of sugar or sugar-free products than environmental factors－such as absence of purchase channels. Consumers indicated higher acceptance for 50% reduction in sweetness of existing commercial products. Regarding methods of lowering sugar intake, sugar replacement and reducing sugar consumption both generally and at home were preferred. In addition, consumers were likely to pay 10∼14% more for sugar-reduced products than for existing products. Overall, consumers expressed positive attitudes towards reducing sugar intake in the future, although those in their twenties tended to be more passive than other age groups.
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KEYWORD
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reducing sugar intake, consumers' perceptions and attitudes
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