Knowledge, Beliefs, Practices, and Consumption Patterns of Sugar-Sweetened Beverages from Tea and Coffee Retail Chains among Young Adults in Malaysia

Abstract Excess sugar-sweetened beverage (SSB) consumption contributes to obesity and non-communicable diseases in Malaysia. Popular tea and coffee retail chains are a growing SSB source, yet little is known about consumers’ knowledge, beliefs, practices (KBP), and their relationship with intake. A cross-sectional survey was conducted among 303 young adults in Malaysia (91 males, 212 females; median age 20 ± 2 years). The questionnaire assessed sociodemographics, purchasing habits, SSB-related knowledge (8 items), beliefs on sugar/calorie content (5 items), and practices (5 items). Habitual beverage intake was measured using a beverage frequency questionnaire. Market survey data on brands, pricing, and sugar content were also collected. Associations between KBP and intake categories were analysed using Chi-square tests, and predictors of beverage intake identified via multiple linear regression. Most participants (86.1%) had “good” knowledge, but only 16.8% had “good” beliefs and 53.5% had “good” practices. Poorer tea/coffee practices were associated with higher SSB intake (p = 0.009), while knowledge and beliefs showed no association. Weekly fast food consumption predicted higher SSB intake (B = 183.7 ml/day, p = 0.009). For non-SSB intake, older age (p = 0.022) and higher physical activity (p = 0.011) were positive predictors, while smoking was negative (p= 0.031). Young Malaysian consumers show high SSB health-risk awareness but limited accurate beliefs and healthy practices. Behavioural factors, particularly in-store choices and fast food intake, more strongly influence SSB intake than knowledge, supporting retail and policy measures targeting behaviour change.