Perceptions, willingness-to-pay, and associated socio-demographics of sugar-sweetened beverage taxation in an affluent Asian setting

Wang, Jingxuan, Wei, Yuchen, Galizzi, Matteo M. ORCID: 0000-0002-7757-5625, Kwan, Hoi Shan, Zee, Benny Chung Ying, Fung, Hong, Yung, Tony Ka Chun, Wong, Eliza Lai Yi, Yue, Qianying, Lee, Michelle Kit Ling, Wu, Yushan, Wang, Kailu, Wu, Hongjiang, Yeoh, Eng Kiong and Chong, Ka Chun (2025) Perceptions, willingness-to-pay, and associated socio-demographics of sugar-sweetened beverage taxation in an affluent Asian setting. Appetite, 214. ISSN 0195-6663

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Abstract

Taxation on sugar-sweetened beverages (SSBs) is proposed as a measure to address the health consequences of excessive sugar intake, yet research on its implementation in Asian contexts is limited. This study examined the perceptions, willingness-to-pay, and associated socio-demographics of SSB taxation in Hong Kong, an affluent Asian setting. A random-sampled telephone survey was conducted with 1250 Hong Kong adults. We used the maximum willingness to pay (WTP M), defined as the highest accepted price that a subject willing to consume SSB products, as a measure of willingness to pay. The contingent valuation method was employed to assess the WTP M for different types of SSBs. Approximately 50 % of participants were aware of negative health impacts, and over 60 % being confident in reducing their intake of SSBs. However, even with a 30 % tax, approximately 70 % of individuals remained willing to continue consuming SSBs. Non-diet soft drinks had the highest WTP Ms (83 % of current price), while parents reported higher WTP M for their children (74 %) than for themselves (66 %). A multiple linear regression analysis showed that, male gender and full/part-time workers had higher WTP M, whereas higher income and better self-rated health correlated with lower WTP M. In summary, despite awareness of the potential health risks associated with consuming SSBs, a high tax rate appears necessary to reduce SSB consumption, particularly among children and non-diet soft drinkers. Our study highlights how economic measures may influence consumer behavior and informs the implementation of such measures.

Item Type:	Article
Additional Information:	© 2025 The Author(s)
Divisions:	Psychological and Behavioural Science
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HM Sociology R Medicine > RA Public aspects of medicine
Date Deposited:	16 Jun 2025 14:21
Last Modified:	21 Jul 2025 19:01
URI:	http://eprints.lse.ac.uk/id/eprint/128414

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