Reactive oxygen species (ROS)-induced oxidative stress plays a major role in pathogenesis of hypertension. Antidesma thwaitesianum (local name: Mamao) is a tropical plant distributed in the tropical/subtropical areas of the world, including Thailand. Mamao pomace (MP), a by-product generated from Mamao fruits, contains large amounts of antioxidant polyphenolic compounds. The aim of this study was to investigate the antihypertensive and antioxidative effects of MP using hypertensive rats. For this purpose, male Sprague-Dawley rats were given N^ω-nitro-l-arginine methyl ester (l-NAME), an inhibitor of endothelial nitric oxide synthase (eNOS), in drinking water (50 mg/kg) for three weeks. MP extract was orally administered daily at doses of 100 and 300 mg/kg. l-NAME administration induced marked increase in blood pressure, peripheral vascular resistance, and oxidative stress. MP treatment significantly prevented the increase in blood pressure, hindlimb blood flow and hindlimb vascular resistance of l-NAME treated hypertensive rats (p < 0.05). The antihypertensive effect of MP treatment was associated with suppression of superoxide production from carotid strips and also with an increase in eNOS protein expression and nitric oxide bioavailability. The present results provide evidence for the antihypertensive effect of MP and suggest that MP might be useful as a dietary supplement against hypertension.

Purpose: Here the authors investigate the effects of a visual color cue (brown color) on saltiness expectations, emotional responses and purchase intention of commercial soy sauce products.Design/methodology/approach: The study enrolled 100 participates, and three sauce colors (light brown, medium brown and dark brown) were used as treatments in this experimental design research. The data analysis was done by a structural equation modeling (SEM) approach with repeated measures.Findings: The findings indicated that, for the medium and dark brown sauces, the final model revealed a positive effect of sauce color intensity on saltiness expectation, a positive impact of saltiness expectation on emotion and a positive impact of emotion on purchase intention with statistically indifferent factor loadings. Hence, both the medium and dark brown colors soy sauces were the preferred choices for consumers. However, for the light brown color, the test result was unsatisfactory.Originality/value: Several empirical studies have identified visual cues as useful for sodium reduction. However, from a marketing perspective, a causal relationship between the color intensity and a customer's purchase intention has not been explored in soy sauce products using an experimental design concept and SEM.

The emotion and wellness profiles of herbal drinks were assessed using six different questionnaire designs. The questionnaire designs were constructed from two formats of questionnaire items, including words and sentences, and three types of measuring scales, including a rating scale (5-point intensity; 1 = ‘not at all’, 5 = ‘extremely’), a checklist scale (check-all-that-apply, CATA), and a combination of CATA and rating scales (rate-all-that-apply, RATA; 5-point intensity; 1 = ‘slightly’, 5 = ‘extremely’). The 39 emotional terms of the EsSense Profile^® and the 45 wellness terms of the WellSense Profile^TM were translated into Thai, then screened for relevance to herbal drinks. The seven positive emotional terms (active, energetic, good, happy, polite, satisfied, and warm), three negative emotional terms (bored, disgusted, and worried), and five wellness terms (comforted, healthy, invigorated, relaxed, and refreshed) were selected and included in the questionnaire. A central location test was performed to determine the emotion and wellness profiles of five herbal drinks: roselle (Hibiscus sabdariffa) drink, chrysanthemum (Chrysanthemum morifolium Ramat) drink, ginger (Zingiber officinale) drink, Jubliang (a mixture of eight herbs) drink, and Krachai Dam (Kaempferia parviflora) drink. For herbal drinks, measuring emotion and wellness with a questionnaire using full sentences did not show increased benefit over questionnaires using words alone. All three measuring methods—a rating scale, CATA, and RATA—produced similar emotion and wellness profiles. However, each method has different advantages and limitations, which researchers should carefully consider.

Gluten-free food products have been developed to satisfy the needs of consumers with celiac disease. However, there has been little research on the product feature development of sustainable gluten-free instant noodles through a qualitative study to explore the customer insights related to environmental attitude and purchase decision. Using a cross-national comparative study between Thai and Danish consumers, this study aims to (1) identify the target customer segments for each country; (2) explore the target customer segments regarding behaviours, desired outcomes, and pain points; and (3) suggest gluten-free instant noodle product prototypes suitable for each country. With a qualitative interview approach, 60 target customers (30 Thai and 30 Danish) were recruited to participate in this research. In addition, a thematic analysis was undertaken to examine their behaviours, desired outcomes, and pain points toward sustainable gluten-free instant noodle products. The findings revealed that convenience-oriented customers were the target segment of gluten-free instant noodle products in Thailand. This segment primarily focused on convenience as the main reason for consuming instant noodles and had common pain points in terms of taste. In contrast, environment-oriented customers were the target customer segment in Denmark. This segment consisted primarily of young women who eat less meat and shared common pain points such as difficulty accessing more sustainable options. Hence, there is a need to educate customers in Thailand (an emerging economy) and increase their awareness regarding environmental sustainability and consumption.