Consumer purchase intention towards sugar-free products

Abstract

This study is researching how Greek consumers view and intend to buy sugar - free products, which are becoming increasingly in last years popular as healthier alternatives to sugary foods and drinks. The research done because of the growing public health worries about sugar intake and the rising availability of sugar-free choices. By using a quantitative method, data was gathered from 144 participants through an online survey, and Spearman’s correlation was employed to analyze the relationships between perceptions, attitudes, and purchase intentions. The results show that what drives consumer behavior is more about attitudes and behaviors than demographic factors. Key variables such as purchase intention and willingness to pay, how often people consume these products, dietary influences, and their taste perceptions (which is subjective) about sugar – free products. Trust in product labels and the significance of the sugar - free label were also significant, while social media and consumer trends further pushed up the purchase intentions, particularly among younger individuals. Although health motivations played a role, they were not as impactful as expected, and worries about side effects didn’t influence at all the purchase intentions of consumers. Lastly, the study proves the importance of taste quality, credibility as it concerns labeling, and focused social media strategies in promoting sugar-free products. The findings shared valuable numerical data for food companies, marketeers, and policymakers, while also placed the basis for future research on consumer behavior in Greece.