Background <p>Excessive intake of sugar-sweetened beverages (SSBs) is linked to obesity, diabetes, and non-communicable diseases. Despite growing awareness, consumption remains high in Malaysia. Public perception and behavioural responses to sugar taxation remain underexplored, particularly in educational settings.</p> Objective <p>To assess knowledge, attitudes, and practices (KAP) related to SSB consumption, sugar taxation attitudes, and revenue utilisation opinions among university students and staff of Sunway University/Sunway College, Malaysia.</p> Methods <p>A cross-sectional survey was conducted among 415 participants (median age ± interquartile range: 21 ± 5 years; 68% females) using validated questionnaires assessing SSB-related KAP, sugar taxation attitudes, and revenue utilisation opinions.</p> Results <p>Most participants had high knowledge (97.1%) and positive attitudes (97.8%) toward SSBs, but only 47.5% practiced healthy consumption. Knowledge was positively correlated with SSB attitude (<i>r</i> = 0.265, <i>p</i> &lt; 0.001) and sugar tax attitude (<i>r</i> = 0.110, <i>p</i> = 0.025), but negatively with practice (<i>r</i> = − 0.191, <i>p</i> &lt; 0.001). Positive sugar tax attitude was associated with male sex (<i>p</i> = 0.024) and non-Chinese ethnicity (<i>p</i> = 0.049). Healthier practices were associated with not eating on campus (<i>p</i> = 0.004) and not vaping (<i>p</i> = 0.031). Participants preferred tax revenue to subsidize healthy foods (51.6%), with significant association with age ≥ 20&#xa0;year (<i>p</i> = 0.003) and tertiary education attainment (<i>p</i> = 0.037).</p> Conclusion <p>Although participants demonstrated high knowledge and favourable attitudes toward SSB reduction and sugar taxation, healthy consumption practices were suboptimal. The findings highlight the need for integrated strategies that not only educate but also create supportive food environments and policy structures.</p>