Beyond borders: A cross-cultural analysis of consumption and purchase behaviour of sweeteners in yoghurts

The study explored the sociocultural influences on sugar consumption in three distinct countries: New Zealand, France, and Singapore. It employed the theory of planned behavior (TPB) alongside consumer perception and acceptance factors, such as sugar consciousness, product labeling, sugar substitution with sweeteners, and perceived flavor, to investigate participants’ behaviors regarding various yogurt types. Data was gathered through web surveys in each country, analyzed through partial least squares (PLS)–confirmatory factor analysis to create country-specific conceptual frameworks, and then validated using PLS-path modeling to assess the correlations between TPB and consumer perception constructs. The results indicated that perceived behavioral control positively influenced intentions to reduce sugar intake in participants from New Zealand and Singapore. Sugar consciousness exhibited a positive correlation with behavioral intentions across all three countries, suggesting heightened awareness of sugar intake motivates individuals to cut back. Notably, the presence of labels and claims showed negative correlation with perceived flavor, among the participants from New Zealand and France, suggesting that food researchers must navigate a delicate balance between labels and flavor to successfully design and market sugar-reduced products. Further analysis, PLS-multigroup analysis revealed significant difference in the impact of subjective norms on attitude between participants from different countries. Singaporeans placed stronger value on others’ approval for consuming less sugar-sweetened yogurt, whereas French and New Zealand participants had a more neutral stance. This study's novelty lies in its comprehensive exploration of sociocultural factors, integration of TPB with consumer perception constructs, and tailoring of analysis to each country's cultural context, thereby enhancing our understanding of multicultural sugar consumption patterns.