Pork is the most important red meat consumed in Thailand with an increased consumption of 8.03% from 2013 to 2017 [
1]. About 97% of total production was for local consumption, which was approximately 1.4 million tons [
1]. Despite the increase in consumption, pork has been described as less healthy and fattier than chicken and beef in consumer’s views [
2,
3]. While trying to improve carcass lean yield and health image, the pork industry in Thailand is facing the same challenge as the rest of the world, where consumers are demanding a better quality meat. Long-term selection to increase leanness in pork carcasses resulting in lower intramuscular fat (IMF) is at the expense of meat quality and palatability traits [
4,
5]. Increasing marbling level is, therefore, one strategy for palatability improvement [
6]. The effects of marbling and crude fat on meat palatability traits as well as consumer acceptability, however, have long been a debate [
7–
14]. For example, crude fat was reported to have very low correlation (r = 0.09) to tenderness, but moderately related to juiciness (r = 0.36), flavor (r = 0.22), and overall liking (r = 0.24) [
15]. An increase in visual marbling level (VML) of pork loin, on the other hand, was found to correspond to a significant increase in trained sensory tenderness and juiciness, but a non-significant lower slice shear force value [
16]. Whereas consumer response to pork loin eating quality was described to be favorable with low Warner-Bratzler shear force (WBSF) and high pH, but for crude fat effect, an improved response was observable only between 1% and 6% levels [
12]. Moreover, pork with low to medium VML was more preferred by consumers than that with high VML [
9,
11]. Consumer hesitation to buy high VML pork was associated with increasing health concerns [
2,
9,
11]. However, in Spain, 55.5% of consumers were identified as “lean loin lovers” and 44.5% as “marble loin lover” [
17], indicating market segmentation of VML preference. But at consumption, consumers found that high marbling pork was more palatable [
9,
17]. In Spain, the IMF threshold level for pork was recommended to be 2.2% to 3.4% [
17] but a 1.5% minimum was suggested for Canadian consumers [
10]. In addition, consumer preference on pork VML varied among countries due to cultural differences, for example, Japanese, Taiwanese, and Korean consumers were found to prefer more marbled meat [
18]. In Thailand, Japanese, Chinese, and Korean cuisines are very popular. The number of Japanese food restaurants, especially, increased continuously in the last decade, with the market share of 20 billion Thai baht (THB) in 2017, increasing approximately 10% from 2016 [
19]. Whether this indicated that Thai consumers were familiar with high marbled meat is unsure. At the same time, recommendations for the consumption of animal fat and overall fat seem to be in transition from the last several decades, although suggestions for saturated fat intake are still inconclusive [
20]. Recently, in a hierarchical clustering study, among 1,068 raw foods selected from a nutrient database, pork fat was listed as one of the top tenth most nutritious foods for its high contents of B vitamins, minerals, and unsaturated fatty acids [
21,
22]. All this information may have an impact on Thai consumer attitudes toward fat intake. However, the pork industry still does not know how Thai consumers would respond to pork with different marbling levels both at purchase and at consumption, as well as, their palatability perception as related to meat quality. As consumers are the last step in the production chain, understanding their preferences and purchase intent are necessary [
3]. Therefore, we investigated the influences and the relationships of VML (low, medium, and high) of pork
Longissimus dorsi (LD) muscle on meat physicochemical quality traits, sensory eating quality and VML acceptability, and purchase intent of Thai consumers. The results presented in this manuscript should be of interest not only for Thai swine industry and researchers, but also for international stakeholders who are interested in the pork industry in Thailand.