Sweet or healthy? Effects of palatability on consumers' intention and behavior towards sweeteners – a theory of planned behavior perspective

Purpose Grounded on the theory of planned behavior (TPB), the objective of this study was to assess the effects of palatability and TPB'sdimensions on the intention to consume sweeteners. Design/methodology/approach An online cross-sectional survey with 253 Chilean consumers of sweeteners. Data were analyzed using descriptive statistics and the partial least squares-structural equation modeling method. Findings We found that palatability, attitude and subjective norms have a positive and significant influence on consumers' intention to purchase sweeteners, with palatability having the greatest influence. Our study showed that perceived behavior control does not have a significant effect on sweetener consumption intention. No relevant differences were observed regarding gender and purchase frequency. Originality/value The findings of our study shed light on two aspects of sweetener consumption: health and taste. Our findings show that palatability is the predominant influence of sweetener consumption. However, consumers' attitudes also have a positive effect on the consumption of this product. This study offers theoretical and practical contributions to scholars, practitioners and policymakers.