A Qualitative Exploration of Consumer Acceptance of Valorised Sesame Functional Noodles in Bangkok

¹ Theophane Venard School of Food Biotechnology and Innovation, Assumption University of Thailand
² Martin de Tours School of Management and Economics, Assumption University of Thailand

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

This study aims to understand how consumers respond to valorised sesame functional noodles, enriched by a constellation of product cues. For this purpose, within the Stimuli-Organism-Response (SOR) framework, a semi-structured in-depth interview was conducted in Bangkok from December 2025 to January 2026 with 10 interviewees by using a purposive sampling technique. NVivo was applied to analyse qualitative interview data. The results reveal that packaging & information and economic framing serve as external stimuli. These stimuli were processed and interpreted through the internal organism (O), in which lifestyle compatibility played a dominating role in consumers’ cognitive evaluation. Ultimately, at the response level, interviewees’ acceptance became contextual and conditional, indicating a need to align the functional noodles consumption with their daily consumption practices. Interestingly, an integration of food valorisation and consumer study offers insights into business practitioners and academics as well as sustainable food consumption studies.