Purpose Grounded on the theory of planned behavior (TPB), the objective of this study was to assess the effects of palatability and TPB'sdimensions on the intention to consume sweeteners. Design/methodology/approach An online cross-sectional survey with 253 Chilean consumers of sweeteners. Data were analyzed using descriptive statistics and the partial least squares-structural equation modeling method. Findings We found that palatability, attitude and subjective norms have a positive and significant influence on consumers' intention to purchase sweeteners, with palatability having the greatest influence. Our study showed that perceived behavior control does not have a significant effect on sweetener consumption intention. No relevant differences were observed regarding gender and purchase frequency. Originality/value The findings of our study shed light on two aspects of sweetener consumption: health and taste. Our findings show that palatability is the predominant influence of sweetener consumption. However, consumers' attitudes also have a positive effect on the consumption of this product. This study offers theoretical and practical contributions to scholars, practitioners and policymakers.
Pumpín et al. (Tue,) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: