KRACHAI DAM (KAEMPFERIA PARVIFLORA) DRINKS: PHYSICOCHEMICAL PROPERTIES, CONSUMER ACCEPTANCE, PURCHASE INTENT, AND EMOTIONAL AND WELLNESS RESPONSES

Main Article Content

P. HANMONTREE
A. SAE-EAW

Keywords

Krachai Dam drinks, Kaempferia parviflora, emotion, wellness, purchase intent

Abstract

The rhizomes of Krachai Dam (Kaempferia parviflora) and their main effective
methoxyflavones (5,7-dimethoxyflavone and 5,7,4’-trimethoxyflavone) have been reported to have beneficial medicinal effects. Additionally, emotions and wellness can play leading roles in product development in addition to liking. This study aims to formulate the Krachai D am drink and to assess the effects of health benefit information on consumer acceptance, purchase intent, and emotional and wellness responses. The optimal formulation of Krachai Dam drink was 165 mg/100 ml dried Krachai Dam, 16% sugar and 0.32% citric acid, which had a high total phenolic content (TPC), total flavonoid content (TFC), and overall liking score. After consumers received the health benefit information of the product, increases were recorded in consumer acceptance, purchase intent, the highest price that consumers were willing to pay, and positive emotional and wellness responses.
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