{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,23]],"date-time":"2026-10-23T21:09:20Z","timestamp":1792789760674,"version":"4.5.0"},"reference-count":32,"publisher":"MDPI AG","issue":"18","license":[{"start":{"date-parts":[[2026,9,20]],"date-time":"2026-09-20T00:00:00Z","timestamp":1789862400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"Chiang Mai University","award":["214542"],"award-info":[{"award-number":["214542"]}],"id":[{"id":"https:\/\/ror.org\/05m2fqn25","id-type":"ROR","asserted-by":"crossref"}]},{"award":["214542"],"award-info":[{"award-number":["214542"]}],"id":[{"id":"https:\/\/ror.org\/05m2fqn25","id-type":"ROR","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100017170","name":"Thailand Science Research and Innovation","doi-asserted-by":"publisher","award":["FRB690042\/0162"],"award-info":[{"award-number":["FRB690042\/0162"]}],"id":[{"id":"10.13039\/501100017170","id-type":"DOI","asserted-by":"publisher"}]},{"award":["FRB690042\/0162"],"award-info":[{"award-number":["FRB690042\/0162"]}],"id":[{"id":"https:\/\/ror.org\/000025p04","id-type":"ROR","asserted-by":"publisher"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Nutrients"],"abstract":"<jats:p>Objectives: Cardiovascular diseases (CVDs) represent a major public health challenge in Thailand, but consumer preferences for preventive nutraceuticals remain poorly understood. This study aimed to assess preferences and willingness to pay for nutraceuticals for cardiovascular disease prevention among the Thai population. Methods: A discrete choice experiment (DCE) was undertaken with five attributes, including clarity of evidence, effectiveness, safety, cost, and recommended information sources identified by a comprehensive literature review and qualitative consumer interviews. Thai citizens aged 20 years or older with no history of CVD and able to understand Thai were eligible for this survey. Data collection was conducted using an online survey distributed via social networks between March and April 2026, and the data were analyzed using random parameters logit and latent class logit (LCL) models. Results: A total of validated responses from 732 Thai adults were used. Clarity of evidence was the most influential attribute (relative importance: 38.3%), followed by recommendation source (24.3%), effectiveness (15.2%), safety (14.2%), and cost (7.9%). High-quality scientific evidence and healthcare professional recommendations were strongly preferred, yielding the highest monthly WTP of 2215.94 THB (US$67.06) and 2080.28 THB (US$62.95), respectively. Recommendations from social media influencers were viewed unfavorably. LCL analysis identified three distinct consumer segments as value-conscious (37.1%), evidence-oriented (28.4%), and healthcare professional-oriented (34.4%). Conclusions: Thai consumers prioritize scientific evidence and healthcare professional guidance over social media or commercial marketing when choosing cardiovascular nutraceuticals. Effective communication and product labeling strategies should be tailored to these distinct consumer segments to support evidence-based self-care.<\/jats:p>","DOI":"10.3390\/nu18183083","type":"journal-article","created":{"date-parts":[[2026,9,21]],"date-time":"2026-09-21T12:50:03Z","timestamp":1789995003000},"page":"3083","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Consumer Preference and Willingness to Pay for Nutraceuticals to Prevent Cardiovascular Diseases in Thailand: A Discrete Choice Experiment"],"prefix":"10.3390","volume":"18","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-5961-8978","authenticated-orcid":false,"given":"Ajaree","family":"Rayanakorn","sequence":"first","affiliation":[{"name":"Department of Pharmacology, Faculty of Medicine, Chiang Mai University, Chiang Mai 50200, Thailand"}],"role":[{"vocabulary":"crossref","role":"author"},{"role":"conceptualization","vocabulary":"credit"},{"role":"methodology","vocabulary":"credit"},{"role":"validation","vocabulary":"credit"},{"role":"formal-analysis","vocabulary":"credit"},{"role":"writing-review-editing","vocabulary":"credit"},{"role":"writing-original-draft","vocabulary":"credit"},{"role":"funding-acquisition","vocabulary":"credit"},{"role":"data-curation","vocabulary":"credit"},{"role":"investigation","vocabulary":"credit"},{"role":"project-administration","vocabulary":"credit"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8030-8096","authenticated-orcid":false,"given":"Khachen","family":"Kongpakwattana","sequence":"additional","affiliation":[{"name":"Department of Social and Administrative Pharmacy, Faculty of Pharmaceutical Sciences, Chulalongkorn University, Bangkok 10330, Thailand"}],"role":[{"vocabulary":"crossref","role":"author"},{"role":"conceptualization","vocabulary":"credit"},{"role":"methodology","vocabulary":"credit"},{"role":"formal-analysis","vocabulary":"credit"},{"role":"writing-original-draft","vocabulary":"credit"},{"role":"writing-review-editing","vocabulary":"credit"},{"role":"data-curation","vocabulary":"credit"}]},{"given":"Warittha","family":"Tieosapjaroen","sequence":"additional","affiliation":[{"name":"Melbourne Sexual Health Centre, Alfred Health, Melbourne, Carlton VIC 3053, Australia"},{"name":"School of Translational Medicine, Monash University, Carlton VIC 3053, Australia"}],"role":[{"vocabulary":"crossref","role":"author"},{"role":"conceptualization","vocabulary":"credit"},{"role":"formal-analysis","vocabulary":"credit"},{"role":"writing-review-editing","vocabulary":"credit"},{"role":"supervision","vocabulary":"credit"},{"role":"project-administration","vocabulary":"credit"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-6981-1771","authenticated-orcid":false,"given":"Piyameth","family":"Dilokthornsakul","sequence":"additional","affiliation":[{"name":"Center for Medical and Health Technology Assessment (CM-HTA), Department of Pharmaceutical Care, Faculty of Pharmacy, Chiang Mai University, Chiang Mai 50200, Thailand"}],"role":[{"vocabulary":"crossref","role":"author"},{"role":"conceptualization","vocabulary":"credit"},{"role":"methodology","vocabulary":"credit"},{"role":"writing-review-editing","vocabulary":"credit"},{"role":"writing-original-draft","vocabulary":"credit"},{"role":"supervision","vocabulary":"credit"},{"role":"investigation","vocabulary":"credit"},{"role":"data-curation","vocabulary":"credit"}]}],"member":"1968","published-online":{"date-parts":[[2026,9,20]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"S21","DOI":"10.21037\/cdt.2017.03.20","article-title":"The role of nutraceuticals in the prevention of cardiovascular disease","volume":"7","author":"Sosnowska","year":"2017","journal-title":"Cardiovasc. Diagn. Ther."},{"key":"ref_2","unstructured":"(2025, December 22). Thailand Country Profile. Available online: https:\/\/world-heart-federation.org\/world-heart-observatory\/countries\/thailand\/."},{"key":"ref_3","doi-asserted-by":"crossref","unstructured":"Carrizzo, A., Izzo, C., Forte, M., Sommella, E., Di Pietro, P., Venturini, E., Ciccarelli, M., Galasso, G., Rubattu, S., and Campiglia, P. (2020). A Novel Promising Frontier for Human Health: The Beneficial Effects of Nutraceuticals in Cardiovascular Diseases. Int. J. Mol. Sci., 21.","DOI":"10.3390\/ijms21228706"},{"key":"ref_4","doi-asserted-by":"crossref","first-page":"1145","DOI":"10.1016\/j.phymed.2015.10.018","article-title":"Polyphenol-based nutraceuticals for the prevention and treatment of cardiovascular disease: Review of human evidence","volume":"23","author":"Visioli","year":"2016","journal-title":"Phytomedicine"},{"key":"ref_5","doi-asserted-by":"crossref","first-page":"1453","DOI":"10.1001\/jama.2016.14252","article-title":"The Supplement Paradox: Negligible Benefits, Robust Consumption","volume":"316","author":"Cohen","year":"2016","journal-title":"JAMA"},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"294","DOI":"10.1001\/archinternmed.2008.540","article-title":"Multivitamin Use and Risk of Cancer and Cardiovascular Disease in the Women\u2019s Health Initiative Cohorts","volume":"169","author":"Neuhouser","year":"2009","journal-title":"Arch. Intern. Med."},{"key":"ref_7","doi-asserted-by":"crossref","first-page":"s187","DOI":"10.1016\/0098-2997(94)90028-0","article-title":"Exogenous CoQ10 supplementation prevents plasma ubiquinone reduction induced by HMG-CoA reductase inhibitors","volume":"15","author":"Bargossi","year":"1994","journal-title":"Mol. Asp. Med."},{"key":"ref_8","first-page":"CD010405","article-title":"Co-enzyme Q10 supplementation for the primary prevention of cardiovascular disease","volume":"2014","author":"Flowers","year":"2014","journal-title":"Cochrane Database Syst. Rev."},{"key":"ref_9","doi-asserted-by":"crossref","first-page":"329","DOI":"10.1080\/10715760000301501","article-title":"Antioxidative efficacy of parallel and combined supplementation with coenzyme Q10 and d-\u03b1-Tocopherol in mildly hypercholesterolemic subjects: A randomized placebo-controlled clinical study","volume":"33","author":"Kaikkonen","year":"2000","journal-title":"Free Radic. Res."},{"key":"ref_10","doi-asserted-by":"crossref","first-page":"386","DOI":"10.1089\/jmf.2010.1202","article-title":"Effects of Coenzyme Q10 on Arterial Stiffness, Metabolic Parameters, and Fatigue in Obese Subjects: A Double-Blind Randomized Controlled Study","volume":"14","author":"Lee","year":"2011","journal-title":"J. Med. Food"},{"key":"ref_11","doi-asserted-by":"crossref","first-page":"e182\u2013189","DOI":"10.1016\/j.atherosclerosis.2007.06.010","article-title":"Effects of CoQ10 supplementation on plasma lipoprotein lipid, CoQ10 and liver and muscle enzyme levels in hypercholesterolemic patients treated with atorvastatin: A randomized double-blind study","volume":"195","author":"Mabuchi","year":"2007","journal-title":"Atherosclerosis"},{"key":"ref_12","first-page":"337","article-title":"Effect of coenzyme Q10 on essential hypertension, a double blind controlled study","volume":"5","author":"Yamagami","year":"1986","journal-title":"Biomed. Clin. Asp. Coenzyme Q"},{"key":"ref_13","doi-asserted-by":"crossref","first-page":"1400","DOI":"10.1016\/j.amjcard.2007.06.030","article-title":"Effect of coenzyme Q10 supplementation on simvastatin-induced myalgia","volume":"100","author":"Young","year":"2007","journal-title":"Am. J. Cardiol."},{"key":"ref_14","unstructured":"Moloughney, S. (Nutraceuticals World, 2025). Heart Health: A Leading Cause for Concern, Nutraceuticals World."},{"key":"ref_15","doi-asserted-by":"crossref","first-page":"491","DOI":"10.1080\/09637486.2018.1538326","article-title":"Factors affecting consumers\u2019 decisions on the use of nutraceuticals: A systematic review","volume":"70","author":"Teoh","year":"2019","journal-title":"Int. J. Food Sci. Nutr."},{"key":"ref_16","doi-asserted-by":"crossref","first-page":"167","DOI":"10.1016\/j.vhri.2020.09.003","article-title":"Consumer Preferences and Willingness to Pay for Nutraceuticals: A Discrete Choice Experiment","volume":"24","author":"Teoh","year":"2021","journal-title":"Value Health Reg. Issues"},{"key":"ref_17","doi-asserted-by":"crossref","unstructured":"Wongtaweepkij, K., Srinonghang, S., Youngpattana, W., Summa, K., Papenkort, S., Cox, A.R., and Jarernsiripornkul, N. (2025). Public self-reported adverse experience and knowledge about use of herbal and dietary supplements. BMC Complement. Med. Ther., 25.","DOI":"10.1186\/s12906-025-04971-2"},{"key":"ref_18","doi-asserted-by":"crossref","first-page":"134","DOI":"10.1186\/s40545-023-00645-x","article-title":"Risk-taking in consumers\u2019 online purchases of health supplements and natural products: A grounded theory approach","volume":"16","author":"Ang","year":"2023","journal-title":"J. Pharm. Policy Pract."},{"key":"ref_19","unstructured":"Orme, B.K. (2006). Getting Started with Conjoint Analysis: Strategies for Product Design and Pricing Research, Research Publishers, LLC."},{"key":"ref_20","doi-asserted-by":"crossref","first-page":"300","DOI":"10.1016\/j.jval.2016.04.004","article-title":"Statistical Methods for the Analysis of Discrete Choice Experiments: A Report of the ISPOR Conjoint Analysis Good Research Practices Task Force","volume":"19","author":"Hauber","year":"2016","journal-title":"Value Health"},{"key":"ref_21","doi-asserted-by":"crossref","first-page":"661","DOI":"10.2165\/00019053-200826080-00004","article-title":"Conducting Discrete Choice Experiments to Inform Healthcare Decision Making","volume":"26","author":"Lancsar","year":"2008","journal-title":"PharmacoEconomics"},{"key":"ref_22","doi-asserted-by":"crossref","first-page":"11","DOI":"10.1056\/NEJMoa1812792","article-title":"Cardiovascular Risk Reduction with Icosapent Ethyl for Hypertriglyceridemia","volume":"380","author":"Bhatt","year":"2019","journal-title":"N. Engl. J. Med."},{"key":"ref_23","doi-asserted-by":"crossref","first-page":"A352","DOI":"10.1016\/j.jval.2016.09.034","article-title":"Nine Tests For Assesing Validity Of A Discrete-Choice Experiment","volume":"19","author":"Janssen","year":"2016","journal-title":"Value Health"},{"key":"ref_24","doi-asserted-by":"crossref","first-page":"100997","DOI":"10.1016\/j.eclinm.2021.100997","article-title":"Effect of omega-3 fatty acids on cardiovascular outcomes: A systematic review and meta-analysis","volume":"38","author":"Khan","year":"2021","journal-title":"eClinicalMedicine"},{"key":"ref_25","unstructured":"Bank of Thailand (2026, July 15). Historical Foreign Exchange Rates. Available online: https:\/\/www.bot.or.th\/en\/statistics\/exchange-rate.html."},{"key":"ref_26","unstructured":"Johnson, R., and Orme, B. (2026, September 14). Getting the Most from CBC. Sequim: Sawtooth Software Research Paper Series, Sawtooth Software 2003. Available online: https:\/\/sawtoothsoftware.com\/resources\/technical-papers\/getting-the-most-from-cbc."},{"key":"ref_27","doi-asserted-by":"crossref","first-page":"157","DOI":"10.1016\/j.jval.2018.07.876","article-title":"The Internal Validity of Discrete Choice Experiment Data: A Testing Tool for Quantitative Assessments","volume":"22","author":"Johnson","year":"2019","journal-title":"Value Health"},{"key":"ref_28","doi-asserted-by":"crossref","first-page":"1079","DOI":"10.1002\/hec.984","article-title":"Effects coding in discrete choice experiments","volume":"14","author":"Bech","year":"2005","journal-title":"Health Econ."},{"key":"ref_29","unstructured":"Rockers, P.C., Ryan, M., Kolstad, J.R., and Dolea, C. (2026, September 14). How to Conduct a Discrete Choice Experiment for Health Workforce Recruitment and Retention in Remote and Rural Areas: A User Guide with Case Studies. Available online: https:\/\/gffklportal.org\/knowledge\/how-to-conduct-a-discrete-choice-experiment-for-health-workforce-recruitment-and-retention-in-remote-and-rural-areas-a-user-guide-with-case-studies\/."},{"key":"ref_30","doi-asserted-by":"crossref","first-page":"63","DOI":"10.1186\/s13561-025-00658-z","article-title":"Calculating willingness-to-pay with discrete cost and random coefficients in discrete choice experiments","volume":"15","author":"Ong","year":"2025","journal-title":"Health Econ. Rev."},{"key":"ref_31","doi-asserted-by":"crossref","first-page":"197","DOI":"10.18045\/zbefri.2024.1.197","article-title":"Exploring customer preferences to drive successful food supplement placement in Croatia","volume":"42","author":"Colak","year":"2024","journal-title":"Zb. Rad. Ekon. Fak. Rijeci"},{"key":"ref_32","unstructured":"Sirisathaworn, P. (2023). Determinants of Vitamin and Mineral Supplement Purchases Among Generation Z. [Master\u2019s Thesis, Chulalongkorn University]."}],"container-title":["Nutrients"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/2072-6643\/18\/18\/3083\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,9,24]],"date-time":"2026-09-24T08:15:34Z","timestamp":1790237734000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/2072-6643\/18\/18\/3083"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2026,9,20]]},"references-count":32,"journal-issue":{"issue":"18","published-online":{"date-parts":[[2026,9]]}},"alternative-id":["nu18183083"],"URL":"https:\/\/doi.org\/10.3390\/nu18183083","relation":{},"ISSN":["2072-6643"],"issn-type":[{"value":"2072-6643","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,9,20]]}}}