Contextual factors in selecting added versus naturally occurring sugars on fruit and vegetable beverages: emphasising the role of social context

Abstract

PurposeThis study examines the consumption of fruit and vegetable (FV) beverages, distinguishing between sugar content, whether from added sugar (AS) or naturally occurring sugar (NOS). While FV beverages are widely perceived as a healthier alternative to other beverages, concerns about their sugar content persist, particularly for AS-sweetened beverages. This study examines the situational contexts (e.g. physical context, social context and temporal conditions) and food pairing contexts (vice versus virtue foods) that influence the selection of AS- over NOS-sweetened FV beverages. Furthermore, it also examines how situational factors and food pairing contexts interact to shape individuals’ FV beverage selection behaviour.Design/methodology/approachThis study used food diary data from March 2019 to May 2022 in South Korea, concentrating on the consumption of ready-to-drink FV beverages with food.FindingsThe results reveal specific situational contexts that increase the likelihood of choosing AS-sweetened FV beverages. In addition, AS-sweetened ones are more likely to be paired with vice foods, whereas NOS-sweetened ones are more likely to be paired with virtue foods. Furthermore, the study shows a significant interaction effect of the social context with paired food menus on FV beverage selection behaviour.Originality/valueThe consumer-centred approach of the study provides valuable insights into the decision-making processes behind FV beverage consumption. It validates that AS- and NOS-sweetened FV beverages are consumed in different situational contexts and with distinct food menus, enabling individuals to make healthier choices in their own consumption context.