Abstract
This study explores middle-aged Thai consumers’ attitudes toward effervescent supplements and their perceptions of black ginger (Kaempferia parviflora) as a potential active ingredient, with the aim of informing the development of a Thai herbal effervescent tablet. The objective was to identify key decision-making factors that influence supplement consumption and openness to herbal-based effervescent formats. The research is practically relevant for improving the acceptance of herbal supplements through innovative delivery formats, and theoretically significant for its contribution to consumer behavior and functional food studies. Situated within the fields of food studies and health consumer behavior, the study employed qualitative methods through focus group discussions with eight Thai participants aged 45–59. All participants had prior experience with herbal dietary supplements, though most were familiar only with vitamin-based effervescent products. Thematic analysis revealed five primary factors influencing supplement adoption: personal health concerns, influence of peer or medical recommendations, format convenience, trust in product claims, and the perceived authenticity of herbal ingredients. Black ginger was generally associated with energy and circulatory benefits, but concerns were noted regarding taste, sugar content, and misleading advertising. Effervescent formats were viewed as convenient and enjoyable, particularly when paired with appealing flavors. Participants expressed a willingness to try herbal effervescent products if supported by scientific validation and credible endorsements. The findings underscore the importance of combining traditional herbal knowledge with effective delivery formats and trustworthy communication. These insights offer practical direction for product development and marketing strategies that honor local wisdom while aligning with modern wellness trends.
Presenters
Woraphong JanetanakitStudent, PhD Candidate, Chulalongkorn University, Krung Thep Maha Nakhon [Bangkok], Thailand
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Black Ginger, Effervescent Tablets, Thai Herbs, Consumer Attitudes, Consumer Perception
