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

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P. HANMONTREE
A. SAE-EAW

Keywords

Abstract

The rhizomes of Krachai Dam (Kaempferia parviflora) and its main effective methoxyflavones (5,7-dimethoxyflavone and 5,7,4’-trimethoxyflavone), have been accepted as having beneficial medicinal effects. Additionally, emotion and wellness can play a leading role in the product development apart from liking. This study aims to formulate the Krachai Dam drink and to assess the effect of product health benefit on consumer acceptance, purchase intent, and emotion and wellness responses. The optimal formulation of Krachai Dam drink was dried Krachai Dam 165 mg/100 ml, sugar 16% and citric acid 0.32% which had a high total phenolic compound (TPC), total flavonoid content (TFC), and overall liking score. After the consumers received the health benefits of product, consumer acceptance, purchase intent, and their positive emotion and wellness responses increased.

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