JMIR Publications

ABSTRACT

Background:

The sugar market in Indonesia reveals unique patterns of consumer behavior shaped not only by economic factors but also by deeply rooted cultural meanings. This study explores how symbolic values attached to sugar drive persistent demand, often beyond rational or controllable consumption, highlighting the need for a demand-side perspective in the economic sociology of sugar markets.

Objective:

This research seeks to analyze the phenomenon of non-negotiable symbolic value and its implication to the uncontrollable sugar consumption in Indonesia. The exploration of product valuation in the social order of markets (Beckert, 2009) offers insights into both the symbolic and material value of the product.

Methods:

The applied research methodology complements various digital mixed-method approaches utilized in prior research. Digital data sourced from online media news and YouTube videos were visualized through TNA and SNA to describe the symbolic and material value of sugar. Additionally, in-depth interviews were conducted with key actors and limited field observations were carried out on food and drink labels.

Results:

This study reveals that the symbolic value of sugar increases significantly when it is processed into food or drinks, particularly impacting food habits and habitus across diverse ethnic groups in Indonesia, which have fostered a strong dependence on sugar from an early age. The lack of adherence to sugar content labelling regulations on food and drink packages poses a challenge in changing consumer perceptions concerning the risks of excessive sugar consumption.

Conclusions:

This study offers an insight into the demand side of economic sociology concerning the sugar market. It delves into strategies to address or mitigate the sugar-driven food habits and habitus of the community from the perspective of consumer behavior. Simultaneously, it examines how producers adhere to regulations aimed at controlling the sweetness level in food and drinks, thus controlling sugar consumption and reducing the prevalence of degenerative diseases.