Characterizing Sensory Drivers of Acceptance, Purchase Intent, and Emotional Responses to Plant-Based Milk Alternatives in Chilled Sweetened Coffee Among Thai Consumers

Sensory characteristics play a significant role in driving the market success of plant-based milk alternatives (PBMAs) in coffee applications. This research identified key sensory attributes affecting Thai consumers’ acceptance, purchase intent, and emotional responses toward chilled, sweetened coffee–PBMA formulations prepared with specific commercial products available in Thailand. Ten formulations—combining two coffee bases (100% Arabica or 70:30 w/w Arabica–Robusta blend) with five PBMAs (almond, pistachio, macadamia, white sesame, and riceberry)—were evaluated by nine trained descriptive panelists for 26 attribute intensities and by 100 Thai milk coffee consumers for overall liking, purchase intent, and emotional responses. Results showed that PBMAs primarily determined sensory profiles, consumer acceptance, and elicited emotions, whereas coffee bases exerted marginal influence. Macadamia and pistachio milks exhibited significantly (p ≤ 0.05) higher overall acceptance and top-two-box purchase intent than the remaining alternatives, while eliciting strong positive emotional responses. Four attributes, including nutty, beany, balanced/blended, and fullness, primarily fostered consumer liking and positive emotions (e.g., comforted, happy, healthy). Conversely, two attributes (dark brown flavor and powdery texture) served as major sensory barriers, linked to a decline in acceptance and negative emotions. These insights may provide valuable guidance for product developers to optimize specific coffee–PBMA formulations.