This research bridges significant gaps in sustainable surfactant production by analyzing the value chain of biosurfactant production from pineapple waste while examining factors influencing consumer preferences for eco-friendly products. Employing a mixed-method approach, we combined qualitative data from in-depth interviews with 9 key stakeholders across the value chain with quantitative data from 129 survey respondents. The findings revealed that 94.6% of respondents had previously used environmentally friendly products, with 93.8% expressing interest in purchasing biosurfactant products derived from pineapple waste, primarily motivated by environmental conservation (77.5%). Consumer values toward environmentally friendly products ranked highest among influencing factors (mean = 4.52), followed by corporate social responsibility (4.49). Our value chain analysis, framed within circular economy principles, demonstrated that Thailand's pineapple processing waste (940,614 tons annually) could potentially yield approximately 4,850 tons of biosurfactants, replacing 20% of petroleum-based surfactants used in dishwashing detergents. Economic analysis suggests that although laboratory-scale production costs are currently high, industrial scaling with optimized processing technology could achieve financial viability with an estimated payback period of 7-8 years. This research contributes to SDGs 9, 12, and 13 by providing actionable insights for developing closedloop business models that valorize agricultural waste while reducing environmental impacts of synthetic surfactants.