Consumer Preference and Willingness to Pay for Nutraceuticals to Prevent Cardiovascular Diseases in Thailand: A...

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.