Makassar — A 2026 study by Achmad Ridha, Leny Yuliana, Lidya Anastasya, Muhammad Anugrah Prabowo Putra, and Fitriani from Universitas Negeri Makassar and STIE Nusantara Makassar shows that persistent high-sugar beverage consumption among young urban consumers is driven less by lack of health awareness and more by emotional attachment, sensory pleasure, and social routines embedded in daily life. The research describes this phenomenon as the sweet consumption trap, where affective experience consistently overrides rational health considerations.
Global consumption of sugar-sweetened beverages remains high despite extensive public health warnings linking frequent intake to obesity, type 2 diabetes, and metabolic disorders. This paradox highlights the need to understand consumption behavior beyond purely rational decision-making frameworks.
The study explored the lived experiences of twelve young consumers in Makassar aged 18–35 who regularly consumed high-sugar beverages at least three times per week. Using interpretative phenomenological analysis based on in-depth interviews, the researchers examined how individuals interpret and sustain their consumption habits over time.
Findings show that sweetness is experienced as a source of emotional comfort rather than simply a taste preference. Many participants described sugary drinks as psychological relief after demanding academic or professional activities. In this sense, beverages function as daily rituals that provide structure, familiarity, and restoration.
Brands also played a significant relational role in participants’ experiences. Respondents described preferred beverage brands as reliable companions that consistently delivered expected emotional satisfaction. Within peer environments, brand choice also acted as a symbol of belonging and shared lifestyle identity.
The study further identified an ongoing tension between health awareness and indulgence. Participants acknowledged health risks associated with sugar consumption but used justification strategies such as future compensation, moderate consumption assumptions, or situational rewards to maintain their habits.
Another key finding concerns the role of embodied habit. Several participants explained that their desire for certain drinks emerged automatically as part of daily routine rather than deliberate choice. This indicates that consumption patterns can become physically ingrained over time.
For some respondents, sugary beverages had become part of personal identity. The idea of stopping consumption was described as losing an element of self-expression and lifestyle continuity.
Social interaction also reinforced persistent consumption. Group activities often included collective beverage purchases, making refusal socially uncomfortable and reducing the likelihood of behavior change.
According to Achmad Ridha from Universitas Negeri Makassar, high-sugar beverage consumption should be understood as an affective and social experience rather than purely a rational health decision.
Leny Yuliana from STIE Nusantara Makassar explained that health communication strategies focusing only on risk information often fail because they do not address emotional routines shaping consumption behavior.
Lidya Anastasya from STIE Nusantara Makassar emphasized that visual branding, taste experience, and peer interaction strengthen long-term attachment to beverage brands.
Muhammad Anugrah Prabowo Putra from STIE Nusantara Makassar highlighted the ethical responsibility of beverage companies in designing marketing strategies that avoid reinforcing excessive sugar consumption habits.
Fitriani from STIE Nusantara Makassar stated that public health policy should consider social routines as key drivers of consumption patterns among young consumers.
The study suggests that reducing excessive sugar intake requires interventions addressing emotional experience, social influence, and habitual behavior rather than relying solely on health warnings.
Achmad Ridha is affiliated with Universitas Negeri Makassar. Leny Yuliana, Lidya Anastasya, Muhammad Anugrah Prabowo Putra, and Fitriani are affiliated with STIE Nusantara Makassar.
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