減少線上點餐平台手搖飲料糖攝取量──推力有效嗎？

Abstract

國人愛喝手搖飲料，很容易從中攝取過多糖分，除會危害個人健康，也會增加整體社會的醫療負擔；近年隨著數位化服務興起，民眾常透過外送平台或線上點餐平台購買飲料，但目前對於這些線上平台，政府並無相關介入措施來處理可能過量攝取糖份的問題。因此，本研究目的為探討以實施成本低、保有民眾選擇自由的推力政策工具，減少在線上購買手搖飲料時攝取的糖量之可行性。 本研究關注容易忽略含糖飲料危害的年輕族群，選擇以18歲至24歲的北部大學生為研究對象。採質量混合研究方法，透過文獻蒐集及焦點團體訪談確認大學生實際持有且重要的心理偏誤，據以設計「未來健康風險」以及「預設選項」推力政策工具，並以網路問卷實驗檢視這些推力工具的有效性。研究結果顯示，預設無糖推力工具可以有效提高大學生選擇較低甜度選項的行為意圖，比起控制組選擇無糖的機率增加0.13；未來健康風險推力工具對於甜度選擇行為意圖則無顯著影響。問卷實驗後的焦點團體訪談結果顯示，大學生們認為推力政策工具保有甜度選擇自由，因此贊成實施減糖推力政策工具。 預設無糖推力政策工具成本低且可以有效降低甜度，因此本研究建議政府可以將推力政策工具作為減糖政策的優先選項，鼓勵線上點餐平台業者將飲料甜度選項預設為無糖，且未來可以考慮採取更多元政策工具，以發揮更大的政策效果。

Hand-shaken beverages are highly popular in Taiwan, often leading to excessive sugar consumption that negatively impacts individual health and increases public healthcare costs. With the rise of digital services in recent years, consumers frequently purchase beverages online. However, there are currently no government interventions to address the potential overconsumption of sugar on these platforms. Therefore, the purpose of this study is to investigate the feasibility of applying low-cost, choice-preserving nudge tools on online platforms to reduce sugar intake among college students. This study selects college students aged 18 to 24 in northern Taiwan as the research subjects. A mixed-methods approach was adopted. Through literature review and focus groups, the key cognitive biases held by students were identified. Based on this, two nudge tools are designed: (1) future health risk messaging, and (2) defaulting the sugar level. The effectiveness of these nudge tools was examined through an online survey experiment. Results showed that the “default no sugar” nudge significantly increased students’ intention to choose no-sugar beverages by 0.13 compared to the control group. In contrast, the “future health risk messaging” nudge had no significant effect on intentions. Follow-up focus groups confirmed that students generally supported the nudge tools, especially appreciating the preservation of freedom of choice. Given its low cost and effectiveness, this study recommends that the government prioritize nudge policy tools in its sugar reduction policies and encourage online platforms to set “no sugar” as the default option for beverages. In the future, the adoption of diverse policy tools should also be considered to achieve greater effectiveness.