Structural Equation Model of Driving Low-Sugar Dessert Consumption in Generation Y


  • Jie Ma Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology Rattanakosin, Nakhon Pathom 73170, Thailand
  • Jirawan Deeprasert
  • Songyu Jiang


health awareness, consumer behavior, sugar intake, generation Y, China, public health, dietary trends.


Low-sugar desserts are a crucial option for Generation Y in their pursuit of wellness and health. This study seeks to shed light on the factors that influence Generation Y's preference for low-sugar options. The research involved analyzing data from 633 individuals who have experience consuming low-sugar desserts in ten major cities across China. This data was gathered through an online questionnaire. The descriptive analysis, reliability, validity, Confirmatory factor analysis, structural equation model are proposed. The results uncover that knowledge sharing and social media marketing significantly influence consumption attitudes, social identity, and brand image, which in turn affect consumption intentions towards low-sugar desserts. Brand image serves as a key mediator, amplifying the impacts of knowledge sharing and social media marketing. Both cognitive and social factors are integral in shaping consumer behavior, highlighting the multifaceted nature of decision-making in healthier food choices. These findings underscore the importance of strategic communication and branding in the food industry, especially for promoting healthier options. The findings are crucial for health policymakers and the food and beverage industry, guiding the development of targeted health campaigns and product innovations that resonate with Generation Y's evolving preferences.




How to Cite

Jie Ma, Jirawan Deeprasert, & Songyu Jiang. (2024). Structural Equation Model of Driving Low-Sugar Dessert Consumption in Generation Y. Kurdish Studies, 12(1), 867–891. Retrieved from