The Influence of Regulatory Interventions on Consumption Behaviour of Sugar-Sweetened Beverages in South Africa

Abstract

The increasing rates of chronic diseases as a result of weight gain, which lead to increased mortality rates, are linked to consuming processed foods and are progressively becoming a growing concern in South Africa. In response, the South African government imposed a sugar tax to control the consumption of sugar-sweetened beverages (SSBs), as these beverages are associated with health issues such as diabetes and obesity. However, research on the influence of regulatory interventions, such as sugar taxes, on SSB consumption behaviour is lacking. Through the assessment of the three marketing mix components, namely, product, price, and promotion, this study investigated the influence of various regulatory interventions on SSB consumption behaviour in South Africa. Using the Consumption Behaviour theory as a framework that acknowledges that internal and external factors can influence a purchase decision, the study explores how Product Reformulations, Product Size, Product Packaging, Price, and Promotion affect SSB consumption behaviour among South African consumers. The exploratory study's methodology was quantitative conducted through a self- administered survey. Data was collected from 297 South African participants between the ages of 18 and 59, and the results were analysed using SPSS version 28. The results validated the hypothesis that Product Formulation Regulation, Price Regulation and Promotion Regulation significantly influenced SSB consumption behaviour. On the other hand, there was insignificant effect from Product Size Regulation. The study excluded the hypothesis on Product Packaging Regulation because of concerns about its validity. The study enhances the existing body of knowledge and comprehension of how regulatory interventions influence consumption behaviour. Furthermore, it offers practical recommendations for consumers, policymakers, SSB manufacturers and healthcare practitioners. The enhanced understanding can impact policy decisions and public health initiatives aimed at addressing the detrimental health effects associated with high SSB intake in South Africa.