The role of information in nudging Chinese consumers from choosing sugar to alternative sweeteners

Abstract

This study investigates consumers' beliefs and valuations toward added sugar and sugar substitutes and assesses the impacts of information intervention in nudging individual healthy food choices, in the context of sugar-sweetened beverage consumption in China. Using a between-subject design, a discrete choice experiment, and a sample of 1800 urban Chinese consumers, we find a positive preference among Chinese consumers for sugar-sweetened beverages with low-sugar content, compared to zero-sugar and high-sugar alternatives. Chinese residents dislike sweeteners mainly due to concerns about their safety. However, individual valuations for sweeteners in both zero-sugar and low-sugar food products are significantly improved after providing information about the function and safety of the sweeteners. Policy implications for reducing sugar consumption in China are discussed in light of these findings.