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Seemingly Healthy Choices: How Daily Sugar Limit Label Overshadowed by Nutrition Claims

By Assistant Professor Pavitra Jindahra, Ph.D. Friday July 23, 2021, 12:00 -13:00 pm. Abstract: Excessive sugar consumption is a major cause of obesity and many noncommunicable diseases (NCD). It is evidenced that consumers nowadays have consumed too much sugar, raising the number of NCD deaths by 15% in the past decade. In reducing sugar consumption, the sweet danger of sugar should be publicly aware on nutrition label. This paper examines the label effect of daily sugar intake limit, sugar warning label, and nutrition claim on consumer beverage choices using the mixed logit model on Thai data of conjoint beverage choices. Generally, consumers exhibit healthy habit of avoiding high sugar choices as well as alternatives with sugar warning label on the front package. Male consumers prefer sweeter choices than female counterparts. Nutrition claim reveals a solid impact on choice selection. Ironically, consumer sways to choose unhealthy choice when there exists a nutrition claim. The paper suggests the optimal design of sugar label towards healthy consumption. Venue: The seminar will be online via Zoom. Please RSVP to receive a Zoom link. For more information please contact Khun Nanthapak Pinyo at 091 479 4551, 02 218 4036 or researchseminar@sasin.edu.