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Multifaceted Consumer Responses to Sugar Sweetened Beverage Taxation: Motivational and Behavioral Dimensions

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  • Jiang, Jiejie
  • Hu, Wuyang
  • Qing, Ping
  • Wang, Jingbin

Abstract

Although sugar-sweetened beverage (SSB) taxes have been shown to reduce sugary drink purchases, their effectiveness is influenced by various motivational and behavioral responses from consumers. This paper identifies six potential motivational responses consumers may exhibit in reaction to SSB taxes. Using data from an online survey of 3,203 Chinese consumers, we examine the trade-offs between taxed and non-taxed SSBs during the window period prior to and after a projected implementation of the tax. Our findings provide evidence of diverse motivational and behavioral responses triggered by the SSB tax. Statistical model analysis reveals interactions between consumer demographics and these motivational and behavioral responses. These results can inform the optimization of sugar tax policies and the development of more targeted strategies for tax communication.

Suggested Citation

  • Jiang, Jiejie & Hu, Wuyang & Qing, Ping & Wang, Jingbin, 2025. "Multifaceted Consumer Responses to Sugar Sweetened Beverage Taxation: Motivational and Behavioral Dimensions," 2025 AAEA & WAEA Joint Annual Meeting, July 27-29, 2025, Denver, CO 360926, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea25:360926
    DOI: 10.22004/ag.econ.360926
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    References listed on IDEAS

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    2. Emily Wang & Christian Rojas & Francesca Colantuoni, 2017. "Heterogeneous Behavior, Obesity, and Storability in the Demand for Soft Drinks," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 99(1), pages 18-33.
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