Consumer Behavior and Health Literacy in Beverage Selection Among Sweet Enough Network-Affiliated and Non-Affiliated Coffee Shop Customers

Abstract

This cross-sectional study examined beverage ordering behaviors and health literacy between Sweet Enough Network-affiliated and non-affiliated coffee shop consumers. Eight provinces were purposively selected (two shops per province), and data were collected via online questionnaires from 513 consumers aged ≥15 years using convenience sampling. The data collection was conducted during January 2025. Descriptive statistics and Chi-square tests were employed for analysis. Findings revealed that 78% of participants ordered reduced-sugar or no-sugar beverages, with no between-group differences (p-value = 0.435). Network-affiliated consumers tended toward 50% sugar reduction, whereas non-affiliated consumers preferred no-sugar options. Regarding health literacy, 68.4% recognized the six-teaspoon daily sugar limit, and network-affiliated consumers demonstrated significantly higher comprehension of sugar's health impacts (p-value = 0.435). However, network awareness remained low (41.7%). The findings underscore the necessity for enhanced communication strategies to facilitate sustainable behavior modification in sugar consumption reduction and non-communicable disease prevention.