The increasing awareness of the benefits of functional non-dairy milk has been growing significantly due to the increasing recognition of the benefits of functional foods. Functional non-dairy milk provides a valuable alternative for lactose-intolerant people with other dietary restrictions preventing them from consuming dairy milk. However, some evidence suggests that not all consumers benefit equally from food. Previous research indicated that women more often purchase foods that are perceived to be healthy, while men are more likely to purchase foods that are perceived to be hedonistic. Thus, this study aimed to examine the significant relationships among factors influencing functional non-dairy milk purchase intention based on the theory of planned behavior (TPB) and to identify behavioral differences between men and women. We conducted a quantitative study using structured questionnaires and with 413 valid respondents that consume functional non-dairy milk in six regions of Thailand. Further, we used a multi-group structural equation modeling approach to explore and compare consumers’ intentions across genders. The results showed that trust and health consciousness positively influence an individual’s perceived behavioral control and then directly affect their attitude and purchase intention of functional non-dairy milk products. Additionally, the multi-group analysis proposed that men and women consumers significantly differ in their requirements for enjoyable experiences while consuming functional non-dairy milk. More specifically, hedonic eating value has a greater impact on men’s attitudes than women’s attitudes. This study deepens our understanding of the functional non-dairy milk industry in Thailand in terms of market segments based on gender.

Food color can greatly impact consumer perception. It can shape flavor expectations and influence emotions. This research evaluated how visual color cues affect perceived saltiness, sensory liking, and emotional responses to soy sauce. The study used four samples with the same salt concentrations (12% NaCl w/v). The color was varied in intensities, including light (LS), control (CS), moderate (MS), and high (HS). There was a total of 100 consumers to evaluate the samples. The results showed that MS received the highest liking scores for color (6.17) and saltiness (6.30). LS achieved the lowest scores at 3.98 for color and 5.78 for saltiness. Color intensity had a significant correlation with the expectation of saltiness. Correspondence analysis revealed that MS was most frequently associated with positive emotions such as “interested” (36%), whereas LS evoked negative emotions, including “disgusted,” “bored,” and “worried.” These findings confirm that darker colors enhance perceived taste intensity and positive affect. The use of color cues may therefore be a simple strategy to design low-sodium soy sauce formulations without reducing consumer acceptance while potentially supporting sodium reduction initiatives aimed at improving public health outcomes.

There is a growing interest and trend in new product development (NPD) from food waste. However, most qualitative approaches rarely use the lean entrepreneur concept in the context of new product development (NPD), which allows for understanding customer insight rather than the traditional qualitative approach. Therefore, this study aims to (1) explore the swine farmer behaviors, desired outcomes, and pain points in using swine feedstuffs, (2) select three representative segments and identify high-value customers of swine feeds, and (3) develop a sustainable swine feed prototype from the fermented fish industrial residues. The target users, 24 pig farmers from 11 provinces across the Northeastern Region of Thailand, were recruited to participate in this research. Qualitative in-depth semi-structured interviews and thematic analysis were conducted to analyze their behaviors, desired outcomes, and pain points towards pig feed usages. The framework was combined with in-depth qualitative interviews and the customer, problem, and solution zoom tools. The results revealed that household farmers were the target customer segment of swine feed made from fermented fish industrial wastes. In addition, the findings showed that the household farmers typically fed their pigs with instant feeds and alternative feeds. Moreover, their desired outcomes were the pellet feed with nutrients. Furthermore, the pain points of the household farmers were the expensive cost of feeds and mold in feeds. Therefore, this segment needs to minimize the cost of feeds by using other sustainable alternatives.

The growing demand for sustainable protein sources has increased interest in algae and aquatic plants as alternatives to animal-derived proteins. These resources are rich in protein, amino acids, and umami compounds but require suitable extraction methods to maximize yield and quality. This study compared three green extraction techniques—maceration (MAE, 80 °C, 2 h), ultrasound-assisted extraction (UAE, 750 W, 20 kHz, 50% amplitude, 35 °C, pH 12, 1 h), and enzyme-assisted extraction (EAE, 5% β-glucanase/flavourzyme, 55 °C, pH 6.5, 1 h)—on five raw materials: wakame (commercial seaweed), hair seaweed, sea lettuce, water silk algae, and Wolffia. The result revealed that both raw materials and extraction methods significantly (p < 0.05) affected protein yield, amino acid, physicochemical properties, and taste detection with e-tongue. Wolffia extracted by MAE yielded the highest protein overall, followed by UAE and EAE methods, when compared with commercial seaweed. The relationship between amino acid profiles and taste detection was investigated by principal component analysis (PCA) and hierarchical cluster analysis (HCA); the samples with higher glutamic and aspartic acids were linked with umami taste, while histidine contributed to bitter taste. Overall, the findings highlighted that extraction efficiency was influenced more by the extraction method–material compatibility than the raw material alone.