What factors influence Bangkok metropolitan region population to consume Thai salad (Yum)?

Abstract

This research delves into the multifaceted factors influencing Thai salad (Yum) consumption in the Bangkok metropolitan region, focusing on social norms, health motivations, taste preferences, affordability, product quality, and biology. Through qualitative analysis involving interviews with consumers and staff from Yum establishments, the study uncovers nuanced insights into the drivers of Yum consumption behavior. Social norms, particularly within the LGBT community, emerge as influential in promoting Yum consumption as a communal and social dish. While health considerations are acknowledged, taste remains the primary motivator for consumption, with a growing awareness of the health benefits associated with Yum's vegetable-rich composition. Bold and intense flavor profiles, affordability, and product quality are identified as key factors shaping consumer preferences for Yum. Additionally, while biological factors such as gender and hormonal influences may play a role, the overarching influence stems from social dynamics and individual taste preferences. This research provides valuable insights into the complex interplay of factors driving Thai salad consumption in the Bangkok metropolitan region, informing strategies for catering to diverse consumer preferences and fostering a deeper understanding of Thai culinary culture.