Abstract:
Consumption of excessive sugar is one of the factors contributing to overweight, obesity, and
non-communicable diseases such as type 2 diabetes and cancer. In spite of the negative health
implications, the consumption of sugar-sweetened beverages is on the rise and sugar serves as
one of the major sources of calories especially among children. The government of Sri Lanka
introduced a colour coding system, commonly termed 'traffic light system', for carbonated
beverages, ready to serve drinks, nectars and fruit juices in August 2016. However, the
awareness of consumers on the colour coding system its impact on the purchase decision have
not been studied. In this context, the current study aimed at determining the awareness of
consumers on the colour coding system and its impact on the purchase decision of the
consumers. The study was carried out in Negombo, Sri Lanka in 2017. Data collected form
210 randomly selected participants using an interviewer-administered questionnaire were
analyzed. The results indicated that majority of the participants (64%) were concerned about
the level of sugar they consumed. Approximately 79% of respondents were aware of the new
labelling system implemented in Sri Lanka and they checked the colour code at the time of
purchase. A significant proportion of the respondents (73%) preferred low or medium sugar
levels in the drinks. Many respondents mentioned that they would like to have the same system
implemented for other foods as well.
