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Will consumers purchase Stevia as a sugar substitute?: an exploratory study on consumer acceptance


Kamarulzaman, Nitty Hirawaty and Jamal, Kasazlinda and Vijayan, Gowri and Ab. Jalil, Siti Munirah (2014) Will consumers purchase Stevia as a sugar substitute?: an exploratory study on consumer acceptance. Journal of Food Products Marketing, 20 (suppl. 1). pp. 122-139. ISSN 1045-4446; ESSN: 1540-4102


Stevia rebaudiana Bertoni, commonly known as Stevia, is an ancient sweet herb native to Paraguay. The plant, especially the leaves, has a sweetening effect 300 times sweeter than saccharose. Malaysia has taken a particular interest in promotion of Stevia derivatives as a precautionary measure to combat chronic diseases. This study aims to investigate factors that influence the acceptance of Stevia-based products by consumers. Face-to-face interviews were conducted using a structured questionnaire with 900 consumers from Klang Valley areas. The results revealed that most of the respondents were willing to use Stevia-based products as a substitute for sugar. There was also a significant relationship between level of education and consumer’s willingness to change for Stevia-based products. Health benefits, promotion, availability, and price were found to be the most influential factors toward acceptance of Stevia-based products by consumers. An effective promotion is necessary to increase consumer’s awareness toward a more healthy diet.

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Additional Metadata

Item Type: Article
Divisions: Faculty of Agriculture
DOI Number: https://doi.org/10.1080/10454446.2014.921877
Publisher: Routledge
Notes: Special issue on Current Food Chain Trends in Malaysia
Keywords: Sugar; Stevia-based products; Substitute; Consumer acceptance
Depositing User: Nurul Ainie Mokhtar
Date Deposited: 15 Feb 2016 01:21
Last Modified: 15 Feb 2016 01:21
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.1080/10454446.2014.921877
URI: http://psasir.upm.edu.my/id/eprint/36022
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