• Panjarat Phumpradab Sasin Graduate Institute of Business Administration, Chulalongkorn University, Thailand
  • Pavitra Jindahra Sasin Graduate Institute of Business Administration, Chulalongkorn University


healthy choice, consumer well-being, decision, sugar label


A pandemic of obesity and diabetes is intensifying in every country, posing a serious challenge to public health and consumer well-being. In order to generate benefits and cost-savings in healthcare, sugar labeling policies are sometimes used in an attempt to nudge consumers towards healthier food choices. Consequently, this research examines how sugar label design would be best implemented for curbing unhealthy choices, by investigating the effect of label designs used for displaying the sugar limit information which underpins consumer responses.  Four major attributes of the sugar label are examined; these are symbols, symbol colors, text colors and layout. The investigation utilizes a mixed logit model on Thai conjoint choice data.  The results show that a “teaspoon” symbol, symbols in “red” color, text in “black” color, and layouts with the “text on the left and the symbol on the right” generate the most favorable consumer responses to the sugar intake information provided on labels. This suggests an optimal sugar label design for Thai consumers. The paper provides insights into consumer label preference which could be used to promote healthier consumption in Thailand.


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