Will consumers purchase Stevia as a sugar substitute?: an exploratory study on consumer acceptance
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 com...
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| Main Authors: | , , , |
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| Format: | Article |
| Published: |
Routledge
2014
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| Online Access: | http://psasir.upm.edu.my/id/eprint/36022/ http://www.tandfonline.com/doi/abs/10.1080/10454446.2014.921877 |
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| Summary: | 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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