Consumption of sugar sweetened beverages: Informed choice or a product of an obesogenic environment? Kirsten Robertson, Maree Thyne *University of Otago, New Zealand * James A. Green *University of Otago, New Zealand; University of Limerick, Ireland* Background: Researchers worldwide are advocating for measures to reduce sugar sweetened beverage (SSB) consumption. A tax on fizzy drinks has been called for in New Zealand, however, ‗Big Businesses‘ oppose the tax, arguing that it would encroach on consumer freedom to make their own choices. The present study compares the diet and intentional dietary control of SSB consumers to non-SSB consumers to determine if SSB consumption is best explained by factors related to individual control or rather, wider involvement in an obesogenic environment. Aim: To compare self-reported dietary consumption and conscious healthy eating behaviours of New Zealand consumers who had or had not consumed SSBs over a 24 hour period. Method: We conducted an online cross-sectional survey of a representative sample of New Zealanders (n=2007), measuring their food and beverage intake over a 24 hour period and self-reported intentions to eat healthily. Logistic regression was used to predict SSB consumption within the previous 24 hours. Results: Compared to non-SSB consumers, SSB consumers were more likely to have eaten the following: confectionary; dessert or ice cream; takeaways; and pre-prepared food. SSB consumers were less likely to make a conscious effort to avoid unhealthy food (e.g., sugar, additives, and cholesterol). SSB consumers were also less likely to have eaten breakfast. Discussion: Consuming SSBs was associated with a lack of intentional dietary control and engagement in the obesogenic environment lending support to the need for government led regulation of SSBs rather than interventions targeted at the individual level.