Palupi Argani, Arief Johari, Yadi Rukmayadi, Suryadi, Ramadita Fetrianggi, Eka Nurhalimatus Sifa
Ready-to-drink (RTD) tea has become a popular choice among Indonesian consumers; however, its high sugar content raises health concerns, particularly regarding the increasing prevalence of diabetes. This study aims to assess the impact of augmented reality (AR)-enhanced sugar warning labels on RTD tea packaging in enhancing consumer awareness and encouraging healthier purchasing decisions. Unlike other countries that have implemented warning label systems without utilizing AR, this research explores the application of AR as an innovative technology to increase the appeal and interactivity of labels. AR technology is deemed essential for capturing consumer attention with more engaging and informative visuals, thereby reinforcing the health messages conveyed. Additionally, this study is positioned as an initial exploration to establish a foundation for further research involving AR technology. The stimuli and experimental designs used in this study are limited to non-AR media to first evaluate Indonesian consumer perceptions and their awareness of high-sugar warning labels. This approach ensures a baseline understanding of societal readiness and concerns before integrating AR into packaging labels. Employing a quantitative approach with ANOVA and linear regression analysis, data were collected through a questionnaire with 506 respondents to evaluate consumer perceptions, reactions to various label designs, and their readiness for AR technology. Similar warning label systems have been successfully implemented in Singapore and other countries, leading to healthier consumer choices, and this study explores the potential impact of implementing an AR-based system in Indonesia. The findings are expected to provide recommendations for producers and policymakers in designing effective warning labels for the Indonesian market. Moreover, these results hold potential to support new regulatory initiatives by BPOM to reduce excessive sugar consumption and increase public awareness of the importance of nutritional information on beverage products. By identifying consumer behavior and preferences in response to conventional warning labels, this research sets the stage for subsequent studies focusing on the direct implementation and evaluation of AR-enhanced labels in the Indonesian market. © 2026 American Institute of Physics Inc.. All rights reserved.
Department of Visual Communication Design, Universitas Pendidikan Indonesia, Bandung, Indonesia; School of Business and Management, Institut Teknologi Bandung, Bandung, Indonesia
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