Business viability and carbon footprint of Thai-grown Nam Dok Mai mango powdered drink mix

Journal Pre-proof Business Viability and Carbon Footprint of Thai-grown Nam Dok Mai Mango Powdered Drink Mix

Jarotwan Koiwanit, Fonthong Riensuwarn, Penpicha Palungpaiboon, Pimpen Pornchaloempong PII:

S0959-6526(20)30038-X

DOI:

https://doi.org/10.1016/j.jclepro.2020.119991

Reference:

JCLP 119991

To appear in:

Journal of Cleaner Production

Received Date:

31 July 2019

Accepted Date:

03 January 2020

Please cite this article as: Jarotwan Koiwanit, Fonthong Riensuwarn, Penpicha Palungpaiboon, Pimpen Pornchaloempong, Business Viability and Carbon Footprint of Thai-grown Nam Dok Mai Mango Powdered Drink Mix, Journal of Cleaner Production (2020), https://doi.org/10.1016/j.jclepro. 2020.119991

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Journal Pre-proof

Business Viability and Carbon Footprint of Thai-grown Nam Dok Mai Mango Powdered Drink Mix

Jarotwan Koiwanita*, Fonthong Riensuwarna, Penpicha Palungpaiboona, Pimpen Pornchaloempongb

aDepartment

of Industrial Engineering, Faculty of Engineering, King Mongkut’s Institute of

Technology Ladkrabang, Bangkok 10520, Thailand bDepartment

of Food Engineering, Faculty of Engineering, King Mongkut’s Institute of

Technology Ladkrabang, Bangkok 10520, Thailand

* Correspondence: [email protected], [email protected] Tel.: +66-2329-8339

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Journal Pre-proof Highlights 

This paper deals with feasibility analysis of Thai-grown mango powdered drink mix.



Cradle-to-grave global warming potential of the freeze-dried mango mix is assessed.



Freeze drying contributes the most to GWP due to high electricity consumption.

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Journal Pre-proof Abstract This research analyzes the business feasibility of freeze-dried powdered drink mix from Thai-grown Nam Dok Mai (NDM) mango for exportation to the United States. Since food processing generates large quantities of greenhouse gas emissions which contribute to global warming, the cradle-to-grave environmental impact of the mango powdered mix, specifically global warming potential (GWP), was determined using life cycle assessment. Based on the feasibility analysis, the mango powdered mix is thus positioned as a novelty for health-conscious and environmentally-concerned consumers because the product uses NDM mango fruits of premium quality as the main ingredient and carries a carbon footprint label on the packaging. A 50g sachet of freeze-dried NDM mango powdered drink mix is priced at USD 7.80. The financial analysis showed that the mango drink mix possesses great business potential with high profitability. The environmental impact assessment identified the freeze drying process as the dominant contributor of GWP (15.40 kgCO2eq) due to high electricity consumption.

Keywords: Sustainable food processing; global warming; freeze-drying; carbon footprint; life cycle assessment; business plan

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Journal Pre-proof 1. Introduction The global demand for fruit juice products has been steadily growing and there are countless selections of fruit juice beverages on the market. As a result, the competition in the fruit juice industry is fierce. Besides, resellers demand high quality products with competitive pricing. To succeed in this competitive environment, fruit juice manufacturers are required to fulfill the needs of customers by offering innovative products with attractive pricing. Specifically, apart from freshness, modern consumers also look for functionality in fruit beverages, e.g., beverages that restore vitamin depletion or give an energy boost after a long day (Braintonique, 2014). Advances in packaging technology also contributes to a boom in fruit juice beverages (Natural Product Insider, 2017). In Thailand, mango fruits are a major economic crop with a cultivation area of 334,029 hectares in 2013 (Phavaphutanon, 2015) and an annual harvest of two million tons (Phuong, 2018). Mango is the country’s top earner of export dollars and the world’s second most commercially cultivated fruit (International Trade Center, 2016). Ripe Nam Dok Mai mango (barracuda mango) is favored locally and internationally for its sweet aroma and taste, high antioxidants, and health benefits, including reduced cardiovascular risk, anti-viral, and anti-cancer activities (Ribeiro et al., 2007; Sivakumar et al., 2011). Mango fruits have post-harvest short storage life (Byatnal, 2016). Three drying technologies have been used to reduce waste and preserve the color and flavor of the fruit: direct, indirect, and freeze drying (Fey, 2000; De Marco et al., 2015a). Of particular interest is freeze drying technology where moisture in a product (or fruit) is frozen and sublimed below its melting point before drying (Kumar, 2012; De Marco et al., 2015b). The technique yields premium quality products but very costly as a result of high energy consumption (Desobry et al., 1997). Food processing consumes large quantities of energy and is a major contributor of carbon dioxide (CO2) (De Marco et al., 2015b; Roy et al., 2009). According to Kumar et al. (2014), food drying accounted for 20-25% of total energy demand by the food industry. Therefore, it makes environmental and economic sense to provide carbon footprint of products information (i.e., global warming potential) in the form of carbon footprint label on the packaging. Previous studies on the business feasibility and profitability of dried fruit drink mix included Fey (2000); Braintonique (2014); Andersson (2000). More recent research on food processing assessed the environmental impacts using life cycle assessment (Prosapio et al., 2017; Beccali et al., 2009; Canals et al., 2006; Cerutti et al., 2013; De Marco et al., 2015a; Ingwersen, 2012; Karakaya and Ozilgen, 2011; Boulard et al., 2011; De Marco et al., 2016; Basset-Mens et al., 2016; Carneiro et al., 2019; Mfitumukiza et al., 2019) as tabulated in Table 1. The assessment has been mainly focused on cradleto-gate or gate-to-gate environmental impacts. Indeed, food processing causes many environmental impacts, and it is thus essential to perform a comprehensive (i.e., cradle-to-grave) environmental impact assessment.

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Journal Pre-proof This research conducts a market feasibility study and proposes a marketing plan for Thai-grown Nam Dok Mai (NDM) freeze-dried mango powdered drink mix for exportation to the U.S. market. Unlike existing studies which have been focused on cradle-to-gate or gate-to-gate environmental impacts, this study investigates the cradle-to-grave global warming potential (GWP) using LCA. Given a lack of GWP data of freeze-dried mango powder, this study is expected to fill this gap and the resulting database would be of use to future studies on the business feasibility, profitability, and LCA of fruit drinks of different mango varieties. The research results are also expected to shed light on the environmental implications of the production of mango powdered drink using freeze drying technology. 2. Market feasibility study and marketing plan 2.1 Market size The global market of fruit juices in 2015 was estimated at USD 110.8 billion, and the top importer of Thai fruit juice is the U.S. with an annual volume of around 220,000 liters (De Marco et al., 2016). The target market of premium fruit juice is health-conscious, price-insensitive, and middle-to-highincome individuals. 2.2 Strength, weakness, opportunity and threat (SWOT) analysis Table 2 presents the SWOT analysis matrix of the freeze-dried NDM mango powdered drink mix. The strengths are high beta carotene similar to ripe NDM mango, extended shelf life, light weight, and the carbon footprint label. The weaknesses are costly production process (freeze drying) and not readyto-drink. The opportunities are public awareness of the benefits of fruit juice and carbon footprint labels. The threats include tariff/non-tariff barriers and fierce competition. 2.3 Consumer perception and need In this research, a random sample of 102 westerners in Thailand who were regular fruit juice drinkers were interviewed to gather information on: (1) demographics, (2) behavioral profile concerning fruit juice purchase and consumption, (3) awareness and perception of powdered fruit drink mix, (4) knowledge and importance attached to carbon footprint labels, and (5) preferred fruit for powdered fruit drink and intention to buy a mango powdered drink mix. Figure 1 summarizes the demographics of the respondents, including gender, age, monthly income, occupation, and nationality. Male and female respondents accounted for 53.9% and 46.1%. The respondents’ ages were between 20 – 50+ years old with the 41-50 age group being the largest (34.3%), followed by the 31-40 age group (25.5%). The majority of respondents (36.3%) were business proprietors or self-employed, followed by employees (26.5%) and students (22.5%). Monthly earnings ranged from below USD 1,250 to above USD 2,188 (1 USD = THB 32), with 37.3% earning 5

Journal Pre-proof more than USD 2,188 monthly, followed by USD 1,875 – 2,188 (32.4%). Almost half of respondents (43.1%) were U.S. nationals. This was intentional because our freeze-dried NDM powdered drink mix targets the U.S. market. Figure 2 summarizes the behavioral profile concerning fruit juice purchase and consumption, including place of purchase, drink size, and buying price. The survey showed that 57.8% of respondents purchased their fruit juice products from supermarkets and 27.5% from a convenience store. The majority of respondents (59.8%) preferred a drink size of 250 ml. Figure 3 presents the findings on awareness and perception about powdered fruit mix products. The results showed that 47.1% were unaware of powdered fruit drink products (vs 52.9%), and 69.6% had no prior experience with powdered fruit drink with 48% of them believing that it did not taste as good as fresh fruit drinks. The respondents were also asked about knowledge and importance attached to carbon footprint labels. In Figure 4, 43.1% of respondents had prior knowledge of carbon footprint, and 55.9% attached importance to carbon footprint label in their buying decision. However, 56.9% of respondents had no knowledge of carbon footprint label, and 44.1% disregarded the label in their purchasing decision. Therefore, promotional activities need to educate consumers about carbon footprint and its tie to global warming. Figure 5 summarizes the preferences and intention of consumers concerning powdered fruit drink mix. The results indicated that 22.5% of respondents preferred mango drink mix and 43.1% were willing to spend in excess of USD 6.87 for high-quality mango powdered drink mix that carries carbon footprint label. In addition, 70.6% expressed intention to buy environmentally-friendly mango powdered drink mix. 2.4 Segmentation, targeting and positioning strategy 2.4.1 Segmentation Market segmentation is a marketing tool to identify groups of customers with distinct needs so that a company can serve them effectively (Kotler, 2012; Simonson, 2015). The market for functional beverages in the U.S. is estimated at USD 208.13 billion by 2024 (Mordor Intelligence, 2016). The main growth driver is millennials who are conscious about health and wellness despite busy lifestyle (Mordor Intelligence, 2016). Table 3 presents the market segmentation matrix of the freeze-dried NDM mango powdered drink mix. 2.4.2 Target group The target group is individuals who reside in the U.S. They are health-conscious, price-insensitive, and belong to the middle-to-upper income bracket. Their preferred place for grocery shopping is

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Journal Pre-proof supermarkets that offer selections of quality products. They also prefer products that are environmentally-friendly. 2.4.3 Positioning Positioning helps customers identify a uniqueness of a company as a top-of-mind product. Thaigrown NDM mango drink mix bearing carbon footprint label is a novel creation in this product category. In addition to the environmental-friendliness selling point, the use of internationally renowned NDM mango as the main ingredient differentiates the brand from competitors. Table 4 tabulates the direct competitors of our mango drink mix in the U.S. There are limited established brands of mango powdered drink mix in the U.S. (Biofinest Mango Powder, 2018; SOS Mango, 2018; Tang Mango, 2018). In Table 4, BioFinest is a freeze-dried mango powdered drink mix of premium quality, SOS Hydration is of lower price due to lower nutritional values, and Tang mango is lowest in price and quality. The per kilogram price ranged from USD 31.20 - 162.28. Our freeze-dried NDM mango powdered drink mix is positioned in the same echelon as BioFinest and SOS Hydration. 2.5 Marketing mix 2.5.1 Product One box of freeze-dried NDM mango drink mix contains 6 sachets and the net content of each sachet is 50 g. 2.5.2 Price Due to the novelty and premiumness, a 50g sachet of NDM mango powdered drink mix is priced at USD 7.80. Besides, the survey indicated the target market’s willingness to spend over USD 6.87 per sachet. Table 5 compares the unit price and per kilogram price of the freeze-dried NDM mango powdered drink mix with those of the direct competitors. 2.5.3 Place/Distribution Channel Distribution channels are utilized to distribute the freeze-dried NDM mango powdered drink mix in the U.S. market. 2.5.4 Marketing Promotion The promotional activities include advertising via mainstream and social media platforms, sales promotion, and free product trial. Advertising is used to inform prospective consumers about the product, feature, availability, and carbon footprint/global warming relationship. The use of both mainstream and social media advertising increases both reach and frequency of the advertising

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Journal Pre-proof messages. The sales promotion activities include: (1) For free product trial, samples are handed out at supermarkets. Product samples will also be given away to members of wellness centers and sports clubs; (2) At the start of a new season, customers who purchase 3 boxes receive a seasonally stylish tote bag as gift; and (3) Customers who buy more than USD 100 worth of the product per purchase receive another box of NDM mango drink mix as compliment. 2.6 Finance In financial analysis, the unit cost (per sachet) was calculated and profit margins under different retail prices determined. This research estimated the cost at the laboratory level, including cost of raw materials, wages, power and utilities, and quality test. The unit cost decreases with increase in production (Shchehula, 2016). In Table 6, the unit cost was estimated at USD 5.80, consisting of cost of raw materials, wages, power and utilities, and quality test of USD 0.01, 0.37, 2.45, and 2.86, respectively. The quality test cost is inversely correlated to the production volume. For profitability, the profit margin ranged from USD 1.07 – 3.88 per sachet, depending on persachet ex-works price. Ex-works is an international trade term by which a seller makes the product available at a designated location, and the buyer incurs transport costs. Table 7 tabulates the profit margin per sachet of NDM mango drink mix under different per-sachet ex-works prices. Since the product is priced in the same range as BioFinest’s, at USD 7.80 per 50g-sachet, the enterprise generates a profit margin of USD 2.00 per sachet, or a 34.58% profit. 3. Life cycle assessment of freeze-dried NDM mango powdered drink 3.1 Goal and scope definition This section assesses the cradle-to-grave environmental impact of greenhouse gases (GHG) emissions of freeze-dried NDM mango powdered drink mix. The cultivation phase involved the Hong Kaew plantation in Thailand’s northeastern province of Nakhon Ratchasima, and the production phase was the food laboratory of the Department of Food Engineering, King Mongkut’s Institute of Technology Ladkrabang (KMITL) in the capital Bangkok. The functional unit was 50g of NDM mango powdered drink mix. The system boundaries covered the full life cycle of freeze-dried NDM mango powdered drink mix from raw materials acquisition, cultivation, production, product use, to disposal. Input and output related to permanent farm infrastructure (buildings and roads) and the operation of stores were excluded. Storage and transportation of the product from retailers to disposal were not taken into account. Figure 6 illustrates the system boundaries of the freeze-dried NDM mango powdered drink mix.

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Journal Pre-proof The conventional freeze drying is commonly used in processing products that require long term storage at above-freezing temperatures. In the conventional freeze drying, a product is dried under low temperatures and in a vacuum whereby the water in the product is first frozen to a solid and then removed by transforming the ice into vapor. Freeze drying keeps the product at low temperatures and remains frozen for the entire drying process, which helps preserve proteins, flavors, and colors. The dried product can be stored for long periods without the risk of compositional change or microbial contamination (Ellab, 2018). On the contrary, this research utilized a novel freeze-dried technique (i.e., Kryo D Freezer), which freezes and vacuum-dries the product in one single chamber. The freezing temperature of the new technology (around -50°C) is far below that of the mainstream freeze drying process (around -20°C). In addition, its refrigeration system combines air blast freezer (-50°C) with semicontact plate freezer (R-507: non-CFC) in one same machine (Mawilai et al., 2019). The substantially low freezing temperature of the new freeze drying technology enhances the product quality and shelf life, vis-à-vis the conventional method. However, the novel freeze drying technology is less energy efficient as the technology is still in its infancy. 3.2 Life cycle inventory analysis (LCIA) The freeze-dried NDM mango powdered drink mix was manufactured in Thailand. To collect site-specific data for the life cycle inventory, visits were made to the Hong Kaew plantation and KMITL’s food laboratory. The research also relied on other sources, including peer-reviewed publications, literature reviews, and direct inquiry. 3.3 LCA modeling The LCA modeling was carried out using CML 2001, which is a well-established, comprehensive, and commonly used environmental impact assessment method (Guinée, 2002). Besides, CML2001 has been adopted by the Thailand Environment Institute (TEI) and

Thai

governments (Lohsomboon et al., 2004; Wankanapon et al., 2013). As a result, CML2001 is best suited for this study. Data were analyzed using GaBi 8 with Ecoinvent database. GaBi is a comprehensive LCA tool with user-friendly interface (Long, 2011). In addition, the GaBi datasets encompass diverse industrial sectors, such as metals (steel, aluminum and non-ferrous metals), plastics, mineral materials, energy supply (steam, thermal energy, power grid mixes), transport, disposal, manufacturing, and electronics (www.gabi-software.com; Koiwanit, 2015). In this research, the mango powdered drink mix was produced in Thailand and exported to the U.S. for consumption. In the cultivation stage, input and output related to electricity, water, and chemical use were accounted for using Ecoinvent database in GaBi 8, and those associated with machinery and permanent farm infrastructure were excluded. Inland and overseas transportation 9

Journal Pre-proof distances were calculated from road maps and the Dataloy Distance Table (Dataloy, 2012). Storage and distances to consumers’ homes and disposal sites in the U.S. were excluded. In the consumption phase, 250 ml of water is required to mix with the NDM mango powder (Hoekstra and Chapagain, 2006). In short, the LCA data included: (1) cultivation (e.g., electricity use, water use, fertilizers, pesticides), (2) transportation and distribution (e.g., energy requirement and emissions), (3) production (e.g., electricity use, water use), (4) product use (water use), and (5) disposal (e.g., aluminum foil and emissions). 3.4 The cradle-to-grave LCA of freeze-dried NDM mango powdered drink The life cycle of freeze-dried NDM mango powdered drink mix consisted of six stages: cropping (cultivation), transportation, processing into mango powdered drink mix (production), distribution and transportation, human consumption (product use), and disposal. 3.4.1 Cultivation (Cropping stage) At the Hong Kaew plantation, there were 2,479 mango tress on 5,200 m2 land. On average, one tree yielded 360 mango fruits per year, and one mango fruit weighed approximately 0.4 kg (Dataloy, 2012). Cultivation was carried out manually, and the fruits were harvested three times a year (or every four months) using scissors or knife (Ribeiro et al., 2007). Solid fertilizer and pesticide spraying machines attached to a tractor were used. Mango fruits are normally harvested when outside temperatures are mild to moderate in order to lower metabolic activity and prolong the shelf life. Table 8 tabulates the activity and input in the cultivation stage of NDM mangoes. 3.4.2 Transportation Transportation is a significant contributor of GHG emissions (Ribeiro et al., 2007), and different transportation modes produce different environmental impacts. In this study, mango fruits were transported at ambient temperature from the Hong Kaew plantation to KMITL by truck, with 100% load capacity outbound and 0% on the return trip. Table 9 tabulates the input parameters of the transportation stage from the planation to the destination and return. 3.4.3 Production Table 10 summarizes the processes in the production stage. Mangoes were first transformed into puree and retained in freezer for 21 days. The puree was transferred to and retained in a refrigerator for one day to defrost prior to processing. After 24 hours, the defrosted puree was mixed with water and maltodextrin for 30 min to prevent caking (Suthikul, 2011). The mixed puree was then subjected to freeze-drying for 3 days to remove moisture (sublimation of water) (Kumar et al., 2012). The technique preserves the original structure of the fruit material. The freeze-dried mango puree was 10

Journal Pre-proof ground into mango particulates (powder form) and stored in a cool and dry place. In packaging, aluminum foil sachets (weighing 4g each) were used to fill 50g of freeze-dried powdered mango (per sachet). The filling was carried out at room temperature. The product is then ready for shipment to the U.S. Loss and wastage were calculated based on the percentage yield for the entire production process. The yield is the amount of post-processed mango product (e.g., after peeling, freeze drying). Table 11 presents the percent yields, by process, in the production of NDM mango drink mix. In the table, harvested mango fruits (100%) were peeled and the seeds were removed, with 80% remaining for puree. Another 2% and 20% were lost during mixing and grinding. The low yield after freeze drying was attributable to dehydration-induced volume loss. 3.4.4 Distribution The mango drink mix was transported by truck from KMITL’s laboratory to the Laem Chabang port (96.7 km) and sea-freighted to the U.S. (13,135 km). An average road transport distance of 500 km was used for distribution in the U.S. (Serafim, 2012). The energy (fuel) consumption to bring the product home by customers was not taken into consideration. Table 12 tabulates the input parameters for distribution and transportation from KMITL to resellers in the U.S. 3.4.5 Product use The average amount of water for dissolving the mango powder mix was 250 ml (Department of Food Engineering, KMITL). The post-consumption packaging was sent off to a landfill. 3.4.6 Disposal The aluminum foil packaging was disposed of in landfills in the U.S. with an average road transport distance of 500 km (BTS, 2009). The landfilling data was from Ecoinvent database. Table 13 summarizes GWP from cultivation to disposal (cradle-to-grave) of the NDM mango powdered drink mix based on CML2001 using GaBi 8. Total GWP was 16.87 kgCO2eq (per 50g sachet), which would be printed on the carbon footprint label. The primary source of energy use and GHG emissions was the freeze drying process (15.40 kgCO2eq). In the cultivation stage, GWP was 0.264 kgCO2eq with fossil fuels use as the main contributor. The relatively low GWP of the cultivation stage (0.264 kgCO2eq) is attributable to substantially smaller quantities of electricity and fuels required, compared with the freeze drying process. Product use contributed minimally to GWP (0.000089 kgCO2eq) as only 250 ml of water was needed. The GWP of transportation (outbound and inland) was 0.0017 kgCO2eq per functional unit (50 g of powdered mix). The negligible GWP could be attributed to the lightweightness of the packaged powdered drink mix. However, fuel consumption for transport is subject to many factors, 11

Journal Pre-proof including load, car model, and climate (Koiwanit, 2018). Tables 14 and 15 tabulates the GaBi 8 input and output data of mango powdered drink mix per functional unit (50g of powdered drink mix). By comparison, total GWP of this research (16.87 kgCO2eq) is higher than that of mainstream food processing technologies due to lower energy efficiency of the new freeze drying technology. Specifically, GWP of the conventionally freeze-dried strawberries was 12.8 kgCO2eq (Prosapio et al., 2017), and that of deep-frozen apricot (deep freezing) was 0.484 kgCO2eq (De Marco et al., 2016). The GWP of dried pineapple and sweet banana were 4.58 and 58.55 kgCO2eq (Mfitumukiza et al., 2019), and that of the drum-dried apple was 12.6 kgCO2eq (De Marco et al., 2015a). Unlike in the other studies, the freeze-dried system of this study was implemented on a laboratory scale. The disparity in experimental scale affects the GWP comparison. In addition, types of fruits influence energy consumption during the production process, resulting in differences in GWP. According to the ISO14040 standard, uncertainty analysis is defined as a systematic procedure to quantify the uncertainty in the life cycle inventory (LCI) analysis due to the cumulative effects of model imprecision, input uncertainty, and data variability. In this research, there are five sources of uncertainty: unit cost, random samples of participating westerners, cultivation areas, yield levels, and energy use. The first two sources of uncertainty are associated with the feasibility study, and the reminder belong to the LCA study. In this research, the unit cost is prohibitively high as a result of the small production scale (i.e., laboratory scale) but could be substantially reduced with high volumes of production. For the random samples of westerners, the 102 respondents might not be representative of the target group as the participants resided in Thailand (not in the U.S.). Their responses are thus prone to greater uncertainty. In addition, different cultivation areas influence types and amounts of fertilizers, lubricants, fuels, and pesticides, which in turn affect the extent of GHG emissions released into the atmosphere. Fiber content in mango fruits determines the yield levels of mango powder. The higher the fiber content, the greater the yield levels. Besides, the fiber content is lower in the hot season than in the cold season. For energy use, the per-unit energy consumption would be substantially reduced in the commercialscale production, vis-à-vis the laboratory scale of this study. 4. Conclusion This research conducted the feasibility analysis to assess the business viability of Thai-grown NDM mango freeze-dried powdered drink mix for exportation to the U.S. market. Since food processing generates large quantities of GHG emissions, contributing to global warming, the cradle-to-grave environmental impact, specifically GWP, of NDM mango powder was assessed using LCA. The mango powder mix is produced from NDM mango fruits of premium quality and bears carbon footprint label, so it is positioned as a novelty product for health-conscious and environmentally-concerned individuals. The analysis also indicated that the NDM mango drink powder possesses great business potential with high profitability. A 50g sachet of NDM mango drink 12

Journal Pre-proof mix is priced at USD 7.80, given the novelty and premiumness of the product. The profit margin is USD 2.00 per sachet or a 34.58% profit. The cradle-to-grave environmental impact assessment of the mango drink mix identified freeze drying as the dominant contributor of GWP (15.40 kgCO2eq) due to large electricity consumption. Total GWP per 50g sachet was 16.87 kgCO2eq, which would be printed on the carbon footprint label. To lower the carbon footprint, the manufacturer could also adopt alternative energy sources, e.g., biomass and renewables. The contributions of this research are threefold. First, the feasibility study reveals the economic viability of NDM mango powdered drink mix in the U.S. market, and it makes business sense to proceed with the project on a commercial scale. The second contribution is that the marketing plan outlined herein could be modified and applied to effectively marketing other processed drink products in the U.S. The final research contribution is a life cycle inventory (LCI) database of the freeze-dried mango powder mix that could be applied to any other freeze-dried fruit drink mix. This research encounter certain limitations, however. Since this research is primarily focused on the market feasibility of NDM mango powdered drink mix, the study findings are thus less applicable to non-fruit drink products. In addition, the participating westerners resided in Thailand and therefore might not be representative of the target group in the U.S. Besides, the promotion materials proposed herein might become obsolete by the time the product is launched. Future research could commission a U.S. research firm to conduct a market survey of the target group who reside in the U.S. to improve the sample representativeness. Besides, subsequent research should carry out a quantitative uncertainty analysis.

CRediT author statement Jarotwan Koiwanit: Conceptualization, Methodology, Formal analysis, Validation, Supervision, Writing-Review and Editing Fonthong Riensuwarn: Formal analysis, Software, Investigation Penpicha Palungpaiboon: Formal analysis, Software, Investigation Pimpen Pornchaloempong: Conceptualization, Resources, Validation

5. Acknowledgments The authors would like to express since appreciation to the Hong Kaew plantation and the Department of Food Engineering, KMITL. Gratitude also goes to the KMITL Research Fund for the financial support.

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Journal Pre-proof Koiwanit, J., 2018. A comparative assessment of life-cycle greenhouse gas emissions from hypothetical electric airport transportation services in Thailand. IOP Conference Series: Earth and Environmental Science. http://iopscience.iop.org/article/ 10.1088/1755-1315/150/1/012031/pdf. (accessed 8 August 2018). Kotler, P. and Armstrong, G., 2012. Principles of Marketing. Harlow: Pearson Education Limited. Kumar, V., Suneetha, P.K. and Sucharitha, K.V., 2012. Freeze Drying- A Novel Processing for Fruit Powders. International Journal of Food and Nutrition Science, 1(1), 16–29. Kumar, Y., Khan, M.A. and Patel, K.K., 2014. Effect of microwave on fluidized bed drying of beetroot (beta vulgaris L.). American Journal of Engineering Research. 3(3), 267–273. Lagerberg, C. and Brown, M., 1999. Improving agricultural sustainability: The case of Swedish greenhouse tomatoes. Journal of Cleaner Production, 7(6), 421-434. Lohsomboon, P. and Jirajariyavech, A., 2004. Life cycle inventory for cement product and steel making towards sustainable development. (Thailand: Thailand Environment Institute (TEI)). Long, A. E. (2011). Life cycle assessment analysis of coal versus nuclear power in levy county, florida (Master Thesis). http://ufdcimages.uflib.ufl.edu/UF/E0/04/38/76/00001/LONG_A.pdf (accessed 23 November 2019). Mawilai, P., Chaloeichitratham, N., and Pornchaloempong, P., 2019. Processing feasibility and qualities of freeze dried mango powder for SME scale. In IOP Conference Series: Earth and Environmental Science. 301(1), 012059. Mfitumukiza, D., Nambasa, H. and Walakira, P., 2019. Life cycle assessment of products from agrobased companies in Uganda. The International Journal of Life Cycle Assessment, 1-12. Mordor Intelligence, 2016. Functional Beverage Market – Growth Trends and Forcasts (2019-2024). https://www.mordorintelligence.com/industry-reports/functional-beverage-market. (accessed 12 April 2019). Natural

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http://www.fftc.agnet.org/library.php?func=view&style=type&id=20150811091012.

(accessed on 5 January 2019). Phuong, N.T., 2018. Development of fruits production in Thailand. http://caer.eco.ku.ac.th/2019/wpcontent/uploads/2018/11/Development-of-fruits-production-in-Thailand.final_.pdf. (accessed 23 April 2019). Popa, C., Florin, N., and Haralambie, B., 2014. Applications of life cycle assessment (LCA) in shipping

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Journal Pre-proof Prosapio, V., Norton, I., and De Marco, I., 2017. Optimization of freeze-drying using a life cycle assessment approach: Strawberries’ case study. Journal of Cleaner Production. 168, 1171-1179. Ribeiro, S.M.R., Queiroz, J.H., de Queiroz, Maria Eliana Lopes Ribeiro, Campos, F.M. and Sant’Ana, H.M.P., 2007. Antioxidant in mango (mangifera indica L.) pulp. Plant Foods for Human Nutrition. 62, 13–17. Roy P., Nei, D., Orikasa, T., Xu, Q., Okadame, H., Nakamura, N. and Shiina, T., 2009. A review of life cycle assessment (LCA) on some food products. Journal of Food Engineering. 90(1), 1–10. Serafim, 2012. https://www.topspeed.com/trucks/truck-reviews/isuzu/2008-isuzu-nkr-ar125432.html. (accessed 23 April 2019). Simonson, C., 2015. Developing a business plan. Case Simon’s smoothies. Bachelor’s Thesis, Laurea University of Applied Sciences, Finland. Sivakumar, D., Jiang, Y. and Yahia, E.M., 2011. Maintaining mango (mangifera indica L.) fruit quality during the export chain. Food Research International. 44(5), 1254–1263. SOS

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17

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CRediT author statement Jarotwan Koiwanit: Conceptualization, Methodology, Formal analysis, Validation, Supervision, WritingReview and Editing Fonthong Riensuwarn: Formal analysis, Software, Investigation Penpicha Palungpaiboon: Formal analysis, Software, Investigation Pimpen Pornchaloempong: Conceptualization, Resources, Validation

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Declaration of interests ☒ The authors declare that they have no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper. ☐The authors declare the following financial interests/personal relationships which may be considered as potential competing interests:

Jarotwan Koiwanit, Fonthong Riensuwarn, Penpicha Palungpaiboon, Pimpen Pornchaloempong

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List of Tables Table 1 Summary of research on the environmental impacts of processed food products using LCA Table 2 SWOT analysis of freeze-dried NDM mango powdered drink mix. Table 3 Market segmentation of freeze-dried NDM mango powdered drink mix. Table 4 Direct competitors of the freeze-dried NDM mango powdered drink mix. Table 5 Comparison of the unit and per kilogram prices of NDM mango powdered drink mix and direct competitors. Table 6 Laboratory-level cost of production of freeze-dried NDM mango powdered drink mix (1 USD = THB 32). Table 7 Ex-works profit margin per sachet relative to price (1 USD = THB 32). Table 8 Activity and input requirements in the cropping stage of NDM mango. Table 9 Input parameters for transportation from Hong Kaew plantation to KMITL and return. Table 10 Power and utilities consumption in the production stage of freeze-dried NDM mango powdered mix. Table 11 Yield percentage of processes in the production stage of freeze-dried NDM mango powdered drink mix (Department of Food Engineering, KMITL). Table 12 Input parameters for distribution and transportation from KMITL to resellers in the U.S. Table 13 Global Warming Potential (GWP) from cultivation to disposal of freeze-dried NDM mango powdered mix. Table 14 GaBi 8 input data of mango powdered drink mix per functional unit (50g of powder mix)

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Table 15 GaBi 8 output data of mango powdered drink mix per functional unit (50g of powder mix)

Table 1 Summary of research on the environmental impacts of processed food products using LCA Study

Product

Preprocessing Cultivation and harvesting

Canal et al. (2006)

 Commercial apple

Beccali et al. (2009)

Cultivation  Italian and harvesting CitrusBased Products (essential oil, natural juice, and concentrated juice from oranges and lemons)

Processing

Post-processing

Key results

Conclusion Fertilizer use was the significant contributions to GWP The contribution to GWP in essential oil, natural juice and concentrated juice from orange was higher than that of lemons.

-

-

GWP from fertilizer use: 2551%

 Essential oil: Extraction  Refining  Centrifugation  Juice: Extraction  Refining  Pasteurization and cooling  Refrigeration and packaging

 Essential oil: Packing and storage  Transport of final product  Juice: Packing and refrigeration Transportation of final product

 Essential oil - Orange (FU1): 74.4 kg CO2eq - Lemons (FU2): 43.8 kg CO2eq  Natural juice - Orange (FU3): 1.0 kg CO2eq - Lemons (FU4): 0.7 kg CO2eq  Concentrated juice - Orange (FU5): 6.0 kg CO2eq, - Lemons (FU6): 4.0 kg CO2eq

Karakaya and Ozilgen (2011)

 Fresh, paste, Transportation Conveying  from the field Washing in the wholeto the factory flume  peeled, Sorting  diced, and Product specific juiced production steps tomato  Filling  Pasteurization

Labeling/Cartoning/Palleting CO2 emission  Storage  Transportation  Fresh tomato: to market  Recycling and 189.4 kg/ton waste disposal  Tomato paste: 182.6 kg/ton  Whole-peeled tomato: 409.2 kg/ton  Diced tomato: 409.2 kg/ton  Tomato juice: 527.7 kg/ton

Boulard et al. (2011)

 Tomato

Packing  Distribution

GWP:  Plastic house: 2.04 kg CO2eq  Glasshouse: 2.01 kg CO2eq  Tunnel: 0.508 kg CO2eq

Ingwersen (2012)

 Fresh pineapple

Packing  Distribution

Carbon footprint: 0.090.04 kg CO2eq

Cultivation and harvesting  Heat production in plastic houses  Heat production in glasshouse  Seasonal production under tunnel Cultivation and harvesting

-

-

Energy utilization and CO2 emission was mainly contributed by chemical fertilizers and transportation. In order to minimize CO2 emission, fresh tomatoes or alternative tomato paste was preferred to be eaten. Greenhouse heating for off-season production generated the main impact to GWP.

Farm stage was the most important

Cerutti et al. (2013)

 Ancient apple cultivars -Grigia di Torriana -Maganana -Runse  Golden delicious

Cultivation and harvesting

 Orchard destruction  Distribution

 60% of carbon footprint obtained from the farm stage  24% of carbon footprint obtained from the production of the packaging  20% of carbon footprint obtained from transportation and storage GWP  From the mass-based functional unit - Golden: 163.9 kg CO2eq - Grigia T.: 203.9 kg CO2eq - Magnana: 192.9 kg CO2eq

source of GWP.

The Golden delicious production per ha of orchard were on an average 24% higher in GWP related to the ancient cultivars.

- Runse: 196.5 kg CO2eq  From the land – based functional unit - Golden: 6555.3 kg CO2eq - Grigia T.: 5554.8 kg CO2eq - Magnana: 4775.9 kg CO2eq - Runse: 4540.8 kg CO2eq  From the income-based functional unit - Golden: 327.8 kg CO2eq - Grigia T.: 305.2 kg CO2eq - Magnana: 293.9 kg CO2eq

- Runse: 291.1 kg CO2eq De Marco et al. (2015a)

De Marco et al. (2016)

Apple powder

Apricot

Packing  Distribution  Drum drying process Heating  Refining  Stabilization  Pasteurization  Drum drying  Cooling  Multistage drying process Refining  Stabilization  Pre Cooling Ultrafiltration Post Cooling  Crystallization  Heating  Spray drying  Final cooling Transportation Quality control Storage  Distribution to factory  Storage  Washing & calibration 

Transportation to factory

 

GWP Drum drying process: 12.6 kg CO2eq Multistage drying process: 6.97 kg CO2eq

GWP  Frozen apricot: 0.484 kg CO2eq

The drum drying-based process generated higher emissions on GWP with respect to the multistage drying-based process.

Frozen apricot had higher impact on GWP due to

Basset-Mens et al. (2016)

 Apple  Peach  Mango  Clementine

Prosapio et al. (2017)

 Strawberries Cultivation and harvesting

Cultivation and harvesting

Pitting & Peeling  Sorting & cubing  Blanching  Deep-freezing or Ohmic aseptic treatment -

Packing & transportation

Packing  Freezedrying process Washing & destemming  Freezing  Lyophilization  Osmotic dehydration+ freeze drying process Washing & destemming  Osmotic

 Aseptic apricot: 0.303 kg CO2eq

the final storage, followed by freezing, and then by transportation.

GWP:  Apple: 0.0678 kg CO2eq  Mango: 0.139 kg CO2eq  Peach: 0.170 kg CO2eq  Clementine: 0.269 kg CO2eq GWP:  Freeze drying: 1.28 kg CO2eq  Osmotic + Freeze drying: 0.946 kg CO2eq

Clementine generated the highest GWP than the other fruits.

Osmotic dehydration + freeze drying process reduced the emission equal to 25% with the respect to the traditional freeze drying process.

dehydration  Freezing  Lyophilization Carneiro et al. (2019)

 Mango

Mfitumukiza  Dried et al. (2019) pineapple  Dried sweet banana  Pine apple juice  Mango juice.

Cultivation and harvesting

-

 Packing & transportation

Carbon footprint: 0.13 kg CO2eq

Cultivation and harvesting  Transportation to factory

 Fruit juice Extraction process  Dried fruits Drying process

Packing & labeling  Distribution

GWP:  Dried pineapples: 4.58 kg CO2eq  Dried sweet bananas: 58.55 kg CO2eq  Pineapple juice: 6.93 E04 kg CO2eq  Mango juice: 7.92 E-01 kg CO2eq

The major impacts on carbon footprint are the production of fertilizers and electricity. Dried fruit production produces higher GWP than juice production.

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Table 2 SWOT analysis of freeze-dried NDM mango powdered drink mix. Strengths

Weaknesses

Similar nutritional quality to



fresh ripe NDM mango, with

Costly production process



high beta carotene 

Light weight fresh mango

 

Extended shelf life

(i.e., freeze drying) Not drink-ready but requiring



dissolving in water

Bearing carbon footprint label on the product package Opportunities





Threats

Greater acceptance of benefits of fruit juice



Import/export quotas and

Increasing number of

restrictions given the U.S. as

consumers are concerned with

the target market



the environment and thus attach importance to products carrying carbon footprint label



Relatively fierce market

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Table 3 Market segmentation of freeze-dried NDM mango powdered drink mix. Market segmentation

Detail

Geographic

U.S.A.

Demographic

Health-conscious individuals with medium to high incomes

Psychographic

Concerned about own well-being and the environment

Behavioral

Regular consumption of health or fruit juice drink; prioritizing quality and convenience over price

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Table 4 Direct competitors of the freeze-dried NDM mango powdered drink mix. Per kg Product

Brand

Detail

price (USD)

Perceived quality

Reference

Country of origin: BioFinest

USA

mango powder -

Unit quantity:

100 %pure

114g

freeze-dried

Retail unit price:

(Biofinest 162.28

Mango Very good

Powder, 2018)

USD18.50 Country of origin : SOS Hydration

USA

drink mix

Unit quantity :

powder mango

250g

119.6

Good

(SOS Mango, 2018)

Retail unit price : USD29.99 Country of origin : USA Tang Mango Instant Drink Mix

Unit quantity : 500g Retail unit price : USD 15.60

(Tang 31.2

Agreeable with price

Mango, 2018)

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Table 5 Comparison of the unit and per kilogram prices of NDM mango powdered drink mix and direct competitors. Per Product

Retail unit price

kg

(USD)

price (USD)

Tang mango instant drink mix SOS Hydration drink mix powder mango BioFinest mango powder - 100% pure

15.6/500g

31.2

29.99/250g

119.6

18.5/114g

162.28

freeze-dried

Our freeze-dried NDM mango

7.8/50g sachet

powdered drink mix

(ex-works)

156 (exworks)

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Table 6 Laboratory-level cost of production of freeze-dried NDM mango powdered drink mix (1 USD = THB 32). Cost components

Cost (USD/sachet)

Raw materials - Mango

0.01

- Maltodextrin

0.11

- Aluminum foil (4g per sachet)

0.008

Wages

0.37

Power and utilities

2.45

Quality test

2.86

Total

5.80

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Table 7 Ex-works profit margin per sachet relative to price (1 USD = THB 32). Ex-works price

Ex-works profit margin

(USD/sachet)

USD/sachet

% of sales price

6.87

1.07

18.43

7.19

1.38

23.81

7.50

1.69

29.19

7.81

2.01

34.58

8.12

2.32

39.96

8.44

2.63

45.34

8.75

2.94

50.72

9.06

3.26

56.11

9.37

3.57

61.49

9.69

3.88

66.87

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Table 8 Activity and input requirements in the cropping stage of NDM mango. Stage

Parameter

Value

Unit

Soil preparation

Lubricant

12

liter/cycle (i.e., 120 days)

Diesel

607

liter/cycle (120 days)

Fertilizer

Electricity

Fertilizer

2.01

kg/tree/year

Pesticide

1.78

kg/tree/year

Electricity

369

kWh/month (entire plantation)

Utility

Water

16

liter/month (entire plantation)

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Table 9 Input parameters for transportation from Hong Kaew plantation to KMITL and return. Parameter

Value

Type of vehicle

TOYOTA VIGO 2.5 G.CAP 4 wheel

Type of fuel

Diesel

Distance (km/round)

375

Work load

640 kg (Approximately 1,600 fruits)

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Table 10 Power and utilities consumption in the production stage of freeze-dried NDM mango powdered mix. Power Process

Brand/Model

Electricity

Time

usage

usage (Watt)

length

(kW) per sachet

Transforming

INEO Model

mango to puree

HR-9

Retaining puree in a

Panasonic

freezer

Model SF-

750

6 min

0.00639

215

21 days

1.15179

316

1 day

0.08061

2,000

30 min

0.01063

75,000

3 days

18.75000

600

10 sec

0.00007

1,600

1 hr

0.00083

PC1497 Storing puree in a

Panasonic

refrigerator

Model SBCP2DB

Mixing puree with

HOUSE

maltodextrin

WORTH Model HW-4170

Freeze drying

Kryo D Freezer Model KD-150

Grinding

PHILIPS Model HR2115/20

Packing

YUJIE Model DXD-40F

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Table 11 Yield percentage of processes in the production stage of freeze-dried NDM mango powdered drink mix (Department of Food engineering, KMITL). Production process

% yield

Puree

80

Freezing

100

Refrigerating

100

Mixing

98

Freeze drying

28.36

Grinding

80

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Table 12 Input parameters for distribution and transportation from KMITL to resellers in the U.S. Route Parameter KMITL to Laem Chabang port Type of

Isuzu NKR

Reference

Laem Chabang

Port of Long

port to Port of Long

Beach (US) to

Beach (US)

resellers

Cargo ship

MAN model

(Experts’

19.314 19.403

estimate)

vehicle

19.430 Type of

Diesel

Diesel

Diesel

fuel

(Experts’ estimate)

96.7

13,351

500

(Google map)

Total

4,536

91,600,000

3,750

(Experts’

weight of

(per truck load)

(per sea freighter)

(per small truck

estimate; Popa

Distance (km/trip)

product (kg)

load)

et al., 2014)

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Table 13 Global warming potential (GWP) from cultivation to disposal of freeze-dried NDM mango powdered mix.

Process Cultivation

Cultivation

Transportation

Transportation from Hong Kaew plantation to

GWP

Total

(kgCO2eq)

(kgCO2eq)

0.264049

0.264049

0.000456

0.000456

KMITL Production

Transforming mango to puree Retaining puree in freezer Storing puree in refrigerator Mixing puree with maltodextrin

0.005904 1.064278

0.074485 0.009822

Freeze drying

15.400348

Grinding

0.000064

Packing

0.000766

Distribution

0.000061

and

16.5358

0.001330

0.000771

transportation

0.000498

Consumption

Water consumption

0.000089

0.000089

Disposal

Landfill

0.042988

0.042988

Total

16.87

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Table 14 GaBi 8 input data of mango powdered drink mix per functional unit (50g of powder mix) Process Cropping

Transportation

Input

Amount

Unit

Reference

Lubricant

0.001096282 kg

Hong Kaew plantation

Diesel

0.054814107 kg

Hong Kaew plantation

Fertilizer

0.015390115 kg

Hong Kaew plantation

Pesticide

0.002698541 kg

Hong Kaew plantation

Electricity

0.622350933 MJ

Hong Kaew plantation

Water

8.770257045 kg

Hong Kaew plantation

0.00045 kg

Hong Kaew plantation

Diesel (Hong Kaew plantation to KMITL)

Production Transforming Mango mango to puree Electricity

0.281097982 kg

KMITL’s food laboratory

0.016217191 MJ

KMITL’s food laboratory

Retaining puree in a freezer

Mango puree

0.224878386 kg

KMITL’s food laboratory

Electricity

2.924138626 kg

KMITL’s food laboratory

Storing puree in a refrigerator

Mango puree

0.224878386 kg

KMITL’s food laboratory

Electricity

0.204657321 MJ

KMITL’s food laboratory

Mixing puree with maltodextrin

Mango puree

0.224878386 kg

KMITL’s food laboratory

Electricity

0.026985406 kg

KMITL’s food laboratory

Water

0.052471623 kg

KMITL’s food laboratory

Maltodextrin

0.052471623 kg

KMITL’s food laboratory

Mango puree

0.220380818 kg

KMITL’s food laboratory

Freeze drying

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Electricity Grinding

Packing

Mango after freeze drying Electricity Mango powder Electricity Aluminium foil

Distribution and transportation

Human consumption (product use)

Mango powder drink mix Diesel (KMITL to Laem Chabang port) Diesel (Laem Chabang port to Port of Long Beach (US)) Diesel (Port of Long Beach (US) to resellers) Mango powder drink mix Water

Disposal

Aluminium foil

47.6022567 MJ

KMITL’s food laboratory

0.0625 kg

KMITL’s food laboratory

0.000240385 MJ

KMITL’s food laboratory

0.05 kg

KMITL’s food laboratory

0.003000004 MJ

KMITL’s food laboratory

0.004 kg

KMITL’s food laboratory

0.05 kg

KMITL’s food laboratory

0.00012571 kg

Experts’ estimate; Google map Experts’ estimate; Popa et al., 2014; Google map

0.001014995 kg

0.0004 kg 0.05 kg 0.25 kg 0.004 kg

Experts’ estimate; BTS, 2009; Google map KMITL’s food laboratory Hoekstra and Chapagain, 2006

KMITL’s food laboratory

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Table 15 GaBi 8 output data of mango powdered drink mix per functional unit (50g of powder mix) Output

Amount

Unit

Reference

Carbon dioxide Carbon dioxide (aviation)

15.30914684

kgCO2eq

Ecoinvent database

3.06E-05

kgCO2eq

Ecoinvent database

Carbon dioxide (biotic)

0.286442942

kgCO2eq

Ecoinvent database

1.19E-06

kgCO2eq

Ecoinvent database

0.071260203

kgCO2eq

Ecoinvent database

8.37E-10

kgCO2eq

Ecoinvent database

0.001889513

kgCO2eq

Ecoinvent database

3.88E-16

kgCO2eq

Ecoinvent database

Chloromethane (methyl chloride)

1.44E-11

kgCO2eq

Ecoinvent database

Dichloroethane (ethylene dichloride)

4.81E-20

kgCO2eq

Ecoinvent database

Dichloromethane (methylene chloride)

9.96E-12

kgCO2eq

Ecoinvent database

Halon (1301)

3.94E-14

kgCO2eq

Ecoinvent database

Methyl bromide R 11 (trichlorofluoromethane)

7.27E-16

kgCO2eq

Ecoinvent database

4.70E-11

kgCO2eq

Ecoinvent database

R 114 (dichlorotetrafluoroethane)

1.05E-08

kgCO2eq

Ecoinvent database

0.000313497

kgCO2eq

Ecoinvent database

R 12 (dichlorodifluoromethane)

2.21E-11

kgCO2eq

Ecoinvent database

R 124 (chlorotetrafluoroethane)

3.28E-18

kgCO2eq

Ecoinvent database

R 125 (pentafluoroethane)

1.09E-06

kgCO2eq

Ecoinvent database

R 13 (chlorotrifluoromethane)

1.89E-11

kgCO2eq

Ecoinvent database

R 134a (tetrafluoroethane)

2.75E-07

kgCO2eq

Ecoinvent database

R 143 (trifluoroethane)

1.01E-07

kgCO2eq

Ecoinvent database

R 22 (chlorodifluoromethane)

1.02E-07

kgCO2eq

Ecoinvent database

R 23 (trifluoromethane)

2.93E-05

kgCO2eq

Ecoinvent database

R 245fa R32 (difluoromethane)

6.29E-06

kgCO2eq

Ecoinvent database

3.49E-08

kgCO2eq

Ecoinvent database

0.00153884

kgCO2eq

Ecoinvent database

1.197717055

kgCO2eq

Ecoinvent database

0.003821228

kgCO2eq

Ecoinvent database

Nitrogentriflouride Nitrous oxide (laughing gas) Sulphur hexafluoride Halogenated organic emissions to air 1,1,1-Trichloroethane

R 116 (hexafluoroethane)

Tetrafluoromethane Methane Methane (biotic)

Journal Pre-proof

List of Figures Figure 1 Demographics of respondents: (a) gender, (b) age, (c) monthly earnings, (d) occupation, (e) nationality. Figure 2 Behavioral characteristics concerning fruit juice purchase and consumption: (a) place of purchase, (b) purchased drink size. Figure 3 Awareness and perception of powdered fruit drink: (a) awareness of the product, (b) experience with the product, (c) perception about the product. Figure 4 Carbon footprint label: (a) knowledge of carbon footprint, (b) its importance in buying decisions. Figure 5 Customer preference and intention: (a) favored fruit for powdered fruit drink mix, (b) preferable retail unit price, (c) intention to buy mango powdered fruit drink mix, (d) carbon footprint label raises awareness of global warming. Figure 6 Cradle-to-grave system boundary of freeze-dried NDM mango powdered drink mix.

Journal Pre-proof

Figure 1 Demographics of respondents: (a) gender, (b) age, (c) monthly earnings, (d) occupation, (e) nationality.

Journal Pre-proof

Figure 2 Behavioral characteristics concerning fruit juice purchase and consumption: (a) place of purchase, (b) purchased drink size.

Journal Pre-proof

Figure 3 Awareness and perception of powdered fruit drink: (a) awareness of the product, (b) experience with the product, (c) perception about the product.

Journal Pre-proof

Figure 4 Carbon footprint label: (a) knowledge of carbon footprint, (b) its importance in buying decisions.

Journal Pre-proof

Figure 5 Customer preference and intention: (a) favored fruit for powdered fruit drink mix, (b) preferable retail unit price, (c) intention to buy mango powdered fruit drink mix, (d) carbon footprint label raises awareness of global warming.

Journal Pre-proof

Figure 6 Cradle-to-grave system boundary of freeze-dried NDM mango powdered drink mix.