The role of sugar sources and locality claims on front-of-package labels: Effects on perceptions and purchase intentions among university students in Türkiye

This study examines the effects of front-of-package (FOP) claims related to sugar source and locality on university students' perceptions and purchase intentions in T & uuml;rkiye. An experimental design was employed with four packaging conditions: (1) a control package with no claim, (2) a package labeled "Made with Beet Sugar," (3) one labeled "Taste of Anatolia," and (4) a package displaying both claims. Participants (n = 104) viewed the packaging, tasted cookies, and completed a questionnaire assessing product liking, purchase intention, health motivation, perceived healthiness, and perceived quality. Results revealed no significant differences in perceived healthiness or product liking across packaging conditions. However, participants exposed to the dual-claim condition reported significantly lower purchase intentions compared to the control group. Regression analyses showed that health motivation significantly predicted both perceived healthiness and purchase intention. Moreover, product liking, perceived quality, and perceived healthiness jointly predicted purchase intention, with product liking being the most influential factor. These findings underscore the limited impact of sugar source and locality claims on consumer evaluations in this context and highlight the role of individual traits, such as health motivation, in shaping responses to FOP labels.