The dilemma of sweet temptation: How sugar perception confusion in sweetened beverages shapes consumer avoidance behavior.

Despite widespread consumption of sugar-sweetened beverages, consumers face contradictory information from health authorities, marketing, and social media, yet limited research examines how this information conflict affects purchasing decisions. This study investigates how sugar perception confusion influences purchasing avoidance through ambivalent attitudes. Based on cognitive dissonance and information processing theories, we developed a cognitive-affective-behavioral model examining relationships among sugar perception confusion, ambivalent attitudes, and purchasing avoidance behaviors. Using PLS-SEM analysis of 531 Chinese consumers, results show sugar perception confusion significantly affects ambivalent attitudes (β = 0.576, p < 0.001), which strongly predict purchasing avoidance (β = 0.593, p < 0.001). Sugar perception confusion also directly influences purchasing avoidance (β = 0.155, p < 0.001), with ambivalent attitudes serving as a significant mediator (indirect effect β = 0.342, p < 0.001). These findings advance consumer information processing theory and provide evidence-based insights for optimizing information environments to support informed decision-making.