Recently Liu, Rajagopal, and Wiedemann (LRW) [H. Liu, K. Rajagopal, and U. A. Wiedemann, hep-ph/0605178.] proposed a first principle, nonperturbative quantum field theoretic definition of "jet quenching parameter" (q) over cap used in models of medium-induced radiative parton energy loss in nucleus-nucleus collisions at RHIC. Relating (q) over cap to a short-distance behavior of a certain lightlike Wilson loop, they used gauge theory-string theory correspondence to evaluate (q) over cap for the strongly coupled N=4 SU(N-c) gauge theory plasma. We generalize analysis of LRW to strongly coupled nonconformal gauge theory plasma. We find that a jet quenching parameter is gauge theory specific (not universal). Furthermore, it appears its value increases as the number of effective adjoint degrees of freedom of a gauge theory plasma increases.