Different Regions Of Thailand Research Articles

Comprehensive analysis of correlations between soil electrical resistivity and index geotechnical properties

This study investigates the relationships between soil electrical resistivity and key geotechnical properties to develop predictive models for designing grounding systems in electrical substations. Conducted on 30 soil samples from various different regions of Thailand, the research evaluates resistivity in relation to soil water content, plasticity index, and dry density. Using a comprehensive laboratory setup, the soil samples were evaluated under controlled conditions, including temperature, humidity, and salt content of the soil samples, to establish robust correlations between the measured resistivity and the index geotechnical parameters. The results reveal a significant inverse relationship between soil resistivity and water content, confirming that water content is a dominant factor influencing resistivity. Further analysis using multiple non-linear regression demonstrated strong correlations, indicating that a combination of water content, soil dry density, and plasticity index can predict soil resistivity with high reliability. This approach enables optimization of substation grounding designs to ensure operational safety and regulatory compliance. The study suggests that integrating these geotechnical assessments into standard grounding system design procedures can significantly improve the effectiveness and safety of electrical infrastructure. Recommendations for future research include expanding the dataset to encompass a broader range of soil types and investigating the effects of particle size and electrolyte content on soil resistivity. These enhancements aim to refine the predictive models and address the broader applicability of the results in diverse geological settings.

Molecular epidemiology and strain diversity of circulating feline Calicivirus in Thai cats.

Feline calicivirus (FCV) is a significant viral pathogen causing upper respiratory tract and oral diseases in cats. The emergence of the virulent systemic FCV variant (VS-FCV) has raised global concern in the past decade. This study aims to explore the epidemiology, genetic characterization, and diversity of FCV strains circulating among Thai cats. Various sample types, including nasal, oral, and oropharyngeal swabs and fresh tissues, were collected from 184 cats across different regions of Thailand from 2016 to 2021. Using reverse transcription real-time polymerase chain reaction (RT-qPCR), FCV infection was investigated, with additional screening for feline herpesvirus-1 (FHV-1) by qPCR. The detection rates for FCV, FHV-1, and co-infection were 46.7, 65.8, and 31.5%, respectively. Significantly, the odds ratio (OR) revealed a strong association between the detection of a single FCV and the presence of gingivostomatitis lesions (OR: 7.15, 95% CI: 1.89-26.99, p = 0.004). In addition, FCV detection is notably less likely in vaccinated cats (OR: 0.22, 95% CI: 0.07-0.75, p = 0.015). Amino acid sequence analysis based on the VP1 major capsid protein gene of the 14 FCV-Thai (FCV-TH) strains revealed genetic diversity compared to the other 43 global strains (0 to 86.6%). Intriguingly, a vaccine-like FCV variant was detected in one cat. In summary, this study provides insights into the epidemiology and molecular characteristics of FCV diversity within the Thai cat population for the first time. The identification of unique physicochemical characteristics in the capsid hypervariable region of some FCV-TH strains challenges previous hypotheses. Therefore, further exploration of vaccine-like FCV variants is crucial for a comprehensive understanding and to improve viral prevention and control strategies.

The impact of citizen science on environmental attitudes, environmental knowledge, environmental awareness to pro–environmental citizenship behaviour

ABSTRACT Pro-environmental behaviour is worth researching to understand the relationship between consumer behaviours and environmentally friendly consumptions. This research aims to investigate the impact of citizen science on pro-environmental citizenship behaviour when environmental attitude, environmental knowledge, and environmental awareness intermediaries in an emerging market like Thailand. The sample of 394 Thai citizens was collected from main provinces in different regions of Thailand, including Bangkok, Khon Kaen, Lamphun, and Phuket. PLS-SEM was employed to test the study hypotheses by applying the structural equation modelling approach to analyse the collected data. The main findings show that there was a positive impact of citizen science on citizen environmental attitude, citizen environmental awareness, and citizen environmental knowledge towards pro-environmental citizenship behaviour. The study also reveals that these mediated relationships play a pivotal role in translating environmental consciousness into actionable behaviours that support sustainable use and consumption. Furthermore, increased citizen environmental awareness plays a crucial role in recognising the urgency and importance of engaging in sustainable practices. Awareness acts as a catalyst, prompting individuals to reflect on their consumption patterns and lifestyle choices, ultimately leading to more environmentally friendly behaviours. Marketers may implement it with green marketing strategies by increasing more favourable to sustainable products within consumers.

Investigating the spatiotemporal patterns and clustering of attendances for mental health services to inform policy and resource allocation in Thailand

BackgroundMental illness poses a substantial global public health challenge, including in Thailand, where exploration of access to mental health services is limited. The spatial and temporal dimensions of mental illness in the country are not extensively studied, despite the recognized association between poor mental health and socioeconomic inequalities. Gaining insights into these dimensions is crucial for effective public health interventions and resource allocation.MethodsThis retrospective study analyzed mental health service utilization data in Thailand from 2015 to 2023. Temporal trends in annual numbers of individuals visiting mental health services by diagnosis were examined, while spatial pattern analysis employed Moran’s I statistics to assess autocorrelation, identify small-area clustering, and hotspots. The implications of our findings for mental health resource allocation and policy were discussed.ResultsBetween 2015 and 2023, mental health facilities documented a total of 13,793,884 visits. The study found anxiety, schizophrenia, and depression emerged as the top three illnesses for mental health visits, with an increase in patient attendance following the onset of the COVID-19 outbreak. Spatial analysis identified areas of significance for various disorders across different regions of Thailand. Positive correlations between certain disorder pairs were found in specific regions, suggesting shared risk factors or comorbidities.ConclusionsThis study highlights spatial and temporal variations in individuals visiting services for different mental disorders in Thailand, shedding light on service gaps and socioeconomic issues. Addressing these disparities requires increased attention to mental health, the development of appropriate interventions, and overcoming barriers to accessibility. The findings provide a baseline for policymakers and stakeholders to allocate resources and implement culturally responsive interventions to improve mental health outcomes.

Knowledge and Awareness of Human Papillomavirus Infection and Vaccination in Thai Male Youth, Including Men Who Have Sex With Men

OBJECTIVE There is currently a lack of human papillomavirus (HPV) vaccination policy and education for male youth in Thailand. This study aimed to evaluate Thai male youth’s knowledge and awareness of HPV infection and vaccination, determine their HPV vaccination rate, and factors related to the vaccination rate and the level of awareness of HPV. METHODS A questionnaire survey on HPV vaccination was distributed to educational institutions across different regions of Thailand. Inclusion criteria included Thai male youth aged between 15 and 24 years, regardless of sexual orientation. Exclusion criteria were inability to access the internet, individuals whose responses were unintelligible, and those who did not complete the questionnaire. The trends of the association between participant characteristics and their HPV knowledge/awareness scores was analyzed using linear regression. RESULTS A total of 594 individuals responded to the questionnaire. The median score for knowledge was 11 out of 18 and the awareness level was 80%. Higher education level, higher family income, bisexuality, and prior receipt of HPV information were statistically significantly linked to higher HPV knowledge scores. However, only previous receipt of HPV information was associated with an increased awareness level. CONCLUSIONS Although the level of HPV knowledge and awareness among Thai males was acceptable, less than 50% of participants expressed an intention to get vaccinated. This indicates there is a need to improve the promotion of the HPV vaccine in order to achieve herd immunity.

Assessment of the genetic diversity of lymnaeid (Gastropoda: Pulmonata) snails and their infection status with trematode cercariae in different regions of Thailand

Lymnaeid snails are some of the most widespread snails and are the first intermediate host of trematode parasites that affect human and livestock health. A full understanding of the genetic relationship of hosts and parasites is of paramount importance for effective parasite management. The present study assessed the prevalence of trematode larvae in lymnaeid snails and examined the genetic diversity of these snails collected across Thailand. We collected 672 lymnaeid snails from 39 locations in 22 provinces of six regions in Thailand. Subsequently, cercarial infection in the snails was observed by using the shedding method. Lymnaeid snails released 5 types of trematode cercariae, namely, xiphidiocercariae, echinostome cercariae I, echinostome cercariae II, furcocercous cercariae, and strigea cercariae. The phylogenetic analysis based on ITS2 and 28S rDNA sequences revealed 5 cercaria types assigned to four trematode families, of which two belong to the group of human intestinal flukes. Combination of shell morphology and sequence analysis of the mitochondrial COI and 16S rDNA genes, the lymnaeid snails were classified into two species, Radix rubiginosa and Orientogalba viridis. Moreover, the combined dataset of mtDNA genes (COI + 16S rDNA) from R. rubiginosa and O. viridis revealed 32 and 15 different haplotypes, respectively, of which only a few haplotypes were infected with cercariae. The genetic diversity and genetic structure revealed that R. rubiginosa and O. viridis experienced a bottleneck phenomenon, and showed limited gene flow between populations. Population demographic history analyses revealed that R. rubiginosa and O. viridis experienced population reductions followed by recent population expansion. These findings may improve our understanding of parasite–lymnaeid evolutionary relationships, as well as the underlying molecular genetic basis, which is information that can be used for further effective control of the spread of trematode disease.

Analysis of factors associated with the first lumpy skin disease outbreaks in naïve cattle herds in different regions of Thailand.

Thailand experienced a nationwide outbreak of lumpy skin disease (LSD) in 2021, highlighting the need for effective prevention and control strategies. This study aimed to identify herd-level risk factors associated with LSD outbreaks in beef cattle herds across different regions of Thailand. A case-control study was conducted in upper northeastern, northeastern, and central regions, where face-to-face interviews were conducted with farmers using a semi-structured questionnaire. Univariable and multivariable mixed effect logistic regression analyses were employed to determine the factors associated with LSD outbreaks. A total of 489 beef herds, including 161 LSD outbreak herds and 328 non-LSD herds, were investigated. Results showed that 66% of farmers have operated beef herds for more than five years. There were very few animal movements during the outbreak period. None of the cattle had been vaccinated with LSD vaccines. Insects that have the potential to act as vectors for LSD were observed in all herds. Thirty-four percent of farmers have implemented insect control measures. The final mixed effect logistic regression model identified herds operating for more than five years (odds ratio [OR]: 1.62, 95% confidence interval [CI]: 1.04-2.53) and the absence of insect control management on the herd (OR: 2.05, 95% CI: 1.29-3.25) to be associated with LSD outbreaks. The implementation of insect-vector control measures in areas at risk of LSD, especially for herds without vaccination against the disease, should be emphasized. This study provides the first report on risk factors for LSD outbreaks in naïve cattle herds in Thailand and offers useful information for the development of LSD prevention and control programs within the country's context.

The presence of semicarbazide in crustaceans collected from natural habitats in Thailand

Semicarbazide (SEM) has been used as a marker residue of the banned veterinary drug nitrofurazone (NFZ). Although evidence indicates that SEM can be found in some natural crustaceans that have never been exposed to NFZ, such information is limited to a few species. The present study aimed to investigate the natural occurrence of SEM in wild crustaceans in Thailand. A total of 14 species, all economically important food animals, were captured from different regions of Thailand. Tissue-bound SEM and its parent drug NFZ were determined by the UPLC-MS/MS and LC-MS methods, respectively. The results showed that while NFZ was not detected in any samples, the tissue-bound SEM could be found in every natural crustacean species investigated. However, the prevalence and concentration varied greatly. The occurrence of SEM in the freshwater palaemonid Macrobrachium prawns is generally much higher than in the marine penaeid shrimps/prawns. SEM was found in 33% and 80% of the giant river prawn (Macrobrachium rosenbergii) muscles (<0.10–0.46 ng/g) and shells (3.68–13.22 ng/g), respectively. In contrast, SEM was not detected in the muscles of penaeid shrimps/prawns (with few exceptions), but it was occasionally found in the shells at low levels (usually <1 ng/g). The shells of saltwater crabs also contained higher levels of SEM than the muscles. For instance, the highest SEM levels detected in the mud crab (Scylla sp.) muscles and shells were 0.40 and 22.75 ng/g, respectively. However, the situation was reversed for the rice-field crab (Sayamia sp. and Esanthelphusa sp.), in which SEM was not detected in all shells but detected in the muscles (up to 1.46 ng/g). The fact that SEM is often found in wild crustaceans implies a natural origin of this substance. Consequently, using SEM as a marker residue of NFZ is controversial and should be reconsidered.

On the taxonomy of chigger mites (Acariformes: Trombiculidae) parasitizing birds in Thailand and Malaysia, with the description of a new species

Chigger mites were collected from 65 bird species in different regions of Thailand and Malaysia. In total, 21 species were recorded. The previously unknown fauna of chiggers parasitizing shorebirds of Thailand included one new species, Neacariscus (Whartonacarus) andamanensis n. sp. as well as Neacariscus (Neacariscus) pluvius (Wharton, 1945) previously recorded only in Oceania; Neacariscus (Whartonacarus) shiraii (Sasa, Kano and Obata, 1952) (known from Oceania and Japan); and Neacariscus (Whartonacarus) sulae (Oudemans, 1910) and Schoengastia archaea (Taufflieb, 1960), both described from West Africa. Toritrombicula kirhocephales Goff, 1982 described from Papua New Guinea was for the first time recorded in Asia (Thailand). Neoschoengastia gallinarum (Hatori, 1920) and Helenicula comata (Womersley, 1952) were for the first time recorded in Thailand. Ascoschoengastia lorius (Gunther, 1939) was for the first time recorded in Malaysia. Finally, Ericotrombidium cosmetopode (Vercammen-Grandjean and Langston, 1971) described from free larvae, was for the first time recorded on a host (bird Pellorneum ruficeps Swainson); and Leptotrombidium miculum (Traub and Audy, 1954) was for the first time recorded on a bird host. New host species were recorded for a large part of the collected chigger species.

Enhancing the detection of out-of-hospital cardiac arrest: a study of emergency medical system in Thailand

Background: Globally, survival rates for out-of-hospital cardiac arrest remain low. Implementing a dispatch-assisted cardiopulmonary resuscitation protocol in evolving emergency medical services systems has shown potential for improving OHCA detection and reducing the time to initiate chest compressions. Methods: In this study, audio recordings of OHCA emergency calls from different regions of Thailand were analyzed from January 2021 to December 2021. The study aimed to assess OHCA detection efficiency and provide CPR recommendations, including OHCA discrimination rates, time from call initiation to OHCA identification, and time to start CPR following dispatcher guidance. Results: There were 280 OHCA cases, with 170 (60.7%) successfully identified and excluded by dispatchers. OHCA detection took an average of 39 seconds (compared to a benchmark of 60 seconds), while the mean time from notification to chest compression initiation was 298 seconds (compared to a benchmark of 220 seconds). However, OHCA discrimination and phone-based resuscitation advice were highly sensitive (81.18%), accurate (85.72%), and specific (92.73%). Conclusions: OHCA presents challenges, with the need for faster CPR initiation. Improving reporting processes, enhancing caller understanding, and refining dispatcher skills are crucial to enhance OHCA detection and DA-CPR, ultimately improving survival rates.

Preliminary Survey of Pathogens in the Asian Honey Bee (Apis cerana) in Thailand

Widespread parasites, along with emerging threats, globalization, and climate change, have greatly affected honey bees' health, leading to colony losses worldwide. In this study, we investigated the detection of biotic stressors (i.e., viruses, microsporidian, bacteria, and fungi) in Apis cerana by surveying the colonies across different regions of Thailand (Chiang Mai in the north, Nong Khai and Khon Kaen in the northeast, and Chumphon and Surat Thani in the south, in addition to the Samui and Pha-ngan islands). In this study, we detected ABPV, BQCV, LSV, and Nosema ceranae in A. cerana samples through RT-PCR. ABPV was only detected from the samples of Chiang Mai, whereas we found BQCV only in those from Chumphon. LSV was detected only in the samples from the Samui and Pha-ngan islands, where historically no managed bees are known. Nosema ceranae was found in all of the regions except for Nong Khai and Khon Kaen in northeastern Thailand. Paenibacillus larvae and Ascosphaera apis were not detected in any of the A. cerana samples in this survey. The phylogenetic tree analysis of the pathogens provided insights into the pathogens' movements and their distribution ranges across different landscapes, indicating the flow of pathogens among the honey bees. Here, we describe the presence of emerging pathogens in the Asian honey bee as a valuable step in our understanding of these pathogens in terms of the decline in eastern honey bee populations.

Seasonal variation of zooplankton assemblages and their responses to water chemistry and microcystin content in shallow lakes in Thailand

This study examines zooplankton assemblage structure and density from five hypereutrophic urban shallow lakes between cool and hot periods in 2018-2019. We analyzed the variation of zooplankton and their relationship with environmental factors. Samples of zooplankton were collected from shallow lakes in different regions of Thailand. Four groups of zooplankton were identified, of which Rotifera was the most abundant group, followed by Copepoda, Protozoa, and Cladocera. Zooplankton assemblages were influenced by seasons, as indicated by multidimensional scaling analysis. The number of species and density of zooplankton were lower during the cool period than during the hot period. The increased density of zooplankton in the hot period may have been due to increased phytoplankton density as food sources. Pearson?s correlation coefficient revealed that Rotifera and Copepoda positively correlated with the temperature and pH, and Rotifera was negatively correlated with total phosphorus; a negative correlation was also observed between Protozoa and dissolved oxygen. The microcystin content tended to have a negative impact on specific small species such as Protozoa (Coleps sp.). Information from this research is important for further study involving factors affecting the size structure of zooplankton communities, especially large-bodied species in tropical regions.

Will consumers pay more for organic logo: an empirical study of organic products purchasing in Thailand

This study aimed to investigate the relationship between the willingness to pay for the quality of agricultural products toward the logo of consumers in different regions of Thailand and explained an opportunity for organic products in future markets. 408 respondents from February – June 2019 were collected based on paper-based questionnaires that focused on consumers’ choices, recognition, and attitudes regarding safety and organic knowledge. Three hypotheses were in this study. A choice experiment logit model was used. The questions included socioeconomic, attitudes, preferences, perception of safety and organic products related to logo. The study showed respondents who understood in the concept of safety and organic agriculture and had information logo standards tended to purchase organic products. The organic logo has impacted the purchasing power of respondents. Consumers were willing to pay more for third-party certified logo products (Organic Thailand and IFOAM) rather than local logos (PGS). Satisfaction with marketing, quality standard, and prices did not increase consumers’ demand while they pay for higher prices based on their interest and understanding. Consumers were willing to trade off between trusted logos and a higher price. The supported knowledge on production and markets from public and private agencies were beneficial along the supply and demand chain and agricultural society. To enlarge the organic product markets in the future, these are not well-researched factors that impact third-party and local logos. There were several studies about the perception levels, interest, understanding, and knowledge of the respondents’ impact on the purchasing power of organic products in Thailand.

Teaching and Learning during the COVID-19 Pandemic: Attributes and Readiness of Thai Teachers

As a result of the COVID-19 pandemic, many schools have adopted distance learning and blended learning. However, research into remote teaching and learning has suggested several components that impact learning at distance. This study focused on identifying the attributes of remote teaching and learning; readiness and understanding of teachers - student - parents, instructional redesign using varied teaching pedagogy to avoid a didactic approach, facilitate student learning and provide a seamless structure, and understanding teachers’ perceptions regarding their readiness to support student learning in the unprecedented context of the COVID-19 pandemic. A sample of kindergarten, primary and secondary school teachers from six different regions of Thailand participated in this study. The proposed attributes are hoped to be useful for educators to improve teaching and learning during the COVID-19 pandemic to prevent long-lasting educational defects.

Changes in agricultural context and mental health of farmers in different regions of Thailand during the fifth wave of the COVID-19 pandemic

BackgroundThailand's agricultural sector is crucial to the country's development and economy. The COVID-19 pandemic caused negative effects on the agricultural context and the mental health of Thai farmers. This study aimed to compare changes in the agricultural context and mental health among farmers in different regions of Thailand during the fifth wave of the COVID-19 pandemic. We also investigated the determinants associated with the mental health of farmers.MethodsThis cross-sectional study was carried out from December 2021 to January 2022 in Thailand, with 1,676 Thai farmers interviewed.ResultsThe results found that the Central region found to be the highest impact of increased agrochemical costs (91.0%) and decreased crop yields (92.0%), while the highest in the North and the North-East was found in decreased crop product prices (84.0 and 66.4%). In the context of economic status, the greatest impact in the Central region was found to be in increased household expense (96.3%), while the highest impact in the North, the North-East, and the South was found in decreased household income (91.5, 80.0, and 69.8%, respectively). Regarding mental health, the Central region was found to be the highest prevalence of extremely high stress and severe depression symptoms (18.3 and 23.4%), whereas the South region was found to be the highest prevalence of severe anxiety symptoms (7.4%). Interestingly, the multivariate analysis also found that the agricultural factors associated with mental health were decreased working days, changes in agrochemical type and crop cultivation, decreased crop rotation, increased difficulty in accessing agrochemicals and markets, decreased crop yields, and increased household debt.ConclusionThe findings of this study are useful for government and relevant organizations to plan and implement supportive measures and improve mental health services to mitigate both short and long-term impacts of the COVID-19 pandemic suit on the regions. Specific measures and facilities should be tailored toward the target regions.

Metabolite Fingerprinting of Piper nigrum L. from Different Regions of Thailand by UHPLC-QTOF-MS Approach and In Vitro Bioactivities

This study aimed to profile the metabolites, piperine content, and biological activities (antioxidant, anti-inflammatory, anticancer, antibacterial, and apoptotic cell) of 15 samples of Piper nigrum L. from various geographic regions of Thailand. UHPLC-QTOF-MS was applied to establish alkaloid profiles of the P. nigrum L. samples. PCA and HCA analysis showed that the samples from the PN-1, PN-2, and PN-11 sources differed significantly from those of other sources in terms of compound type and alkaloid concentration profile. Comparative analysis based on a validated HPLC-DAD method was used for the standardization of 15 varieties of P. nigrum L. with piperine as a standard phytomarker which revealed that PN-4 source possessed a high content of piperine. PN-2 showed the highest antioxidant capacity (DPPH activity) while PN-10, PN-12, and PN-15 showed the highest FRAP activity. PN-11 source showed high inhibition of anti-inflammatory and anticancer properties. Furthermore, PN-3, and PN-4 also showed the highest both anti-inflammatory and antibacterial activity. Almost samples have been shown to induce late apoptosis and necrosis in SW480 cell line. This study will also be useful for the development of quality control parameters through the standardization of varieties of P. nigrum L. as raw materials in traditional medicine formulations. HIGHLIGHTS Metabolite profiling of the nigrum L. varieties from 15 different geographical locations in Thailand Quality control parameter for standardization based on marker analysis by HPLC-DAD using piperine as the marker compound Comparisons of metabolites among 15 different cultivations by Principal Component Analysis (PCA) and hierarchical cluster analysis (HCA) Biological activity of the nigrum L. varieties from 15 different geographical locations in Thailand GRAPHICAL ABSTRACT

Phenotypic and Chemotypic Relations among Local Andrographis paniculata (Burm. f.) Wall Landrace Collection

The relationship between the phenotypic and chemical composition of local Andrographis paniculata was evaluated in this study. Five seed collections were sourced from different regions of Thailand, namely Kamphaeng Saen (KS), Udon Thani (UT), Chiang Rai (CR), Chiang Mai (CM), and Ratchaburi (RB). They were cultivated in the same conditions, potted, and partially shaded (60%) in an open conventional greenhouse. The phenology and chemical composition of these plants were assessed at the commercial harvesting stage (ca. 90 days after planting). The results indicated that UT was morphologically distinctive, illustrating the highest edible biomass yield (aerial and mature leaf size). The above-ground parts (viz., leaves and stem) were then analyzed for bioactive compounds after maceration with 80% (w/w) ethanol. It was found that the highest lactone content (~14 mg/g extract) was obtained from leaf and stem extracts of all samples except KS. Nonetheless, total phenolics and flavonoids in the stem extract of KS were found to be the highest at 3.22 and 2.42 mg/g, respectively. Phytochemicals from both leaf and stem extracts were capable of high anti-oxidant activity (~70%) as determined by DPPH and ABTS assays. Chemically, RB contained the highest 14-deoxy-11,12-didehydroandrographolide (156.98 mg/g extract), while UT and CM contained up to 0.68 mg/g extract of neoandrographolide. Classification of the samples indicated a clear relationship between the morphological traits and chemical compositions. In conclusion, our findings suggest the variations in phenotypic and chemotypic relations across the different landraces of A. paniculata. In essence, the quantity of the consumable parts was essentially the marker to describe the quality of the phytochemical constituents. The overall outcome of this study was to select the physiological characteristics that could be used for further breeding programs of the ideal variety with high productivity and higher bioactive(s) content.

Consumers’ Willingness to Pay for Healthiness, Quality and Carbon Footprint Reduction of Bagged Rice

The purpose of this study was to investigate three attributes of bagged rice products, namely healthiness, quality and carbon footprint reduction and to elicit the willingness to pay for these attributes of bagged rice products of Thai consumers by using unforced choice experiments. A mixed logit model was used to analyse the aggregate sample. Data collection was conducted by an online questionnaire from the sample of consumers aged 20 years and over who had purchased bagged rice. A sample of 420 people living in different regions of Thailand was taken using a multi-stage sampling method. The results showed that all attributes had a significant effect on the purchase of bagged rice of the consumer sample with statistical significance at the level of 0.001. The results also have interesting implications for researchers, entrepreneurs and policymakers.

Innovative price-setting approaches to high-value products: A pricing method for agribusiness farmers

Despite being determined by global market prices, the majority of Thai farmers have never become innovative price setters. Not many Thai farmers considered a pricing approach that would maximize the value of their agricultural products. To this end, this study provides empirical evidence regarding the impact of marketing-based variables on pricing. This study aims to identify marketing-based determinants involved in innovative, dynamic price settings for value-added agricultural products. We consider two approaches to innovative pricing – segmented (tiered) pricing and peak-load pricing – to see if there is a possibility for such pricing. A sample of 840 agribusiness farmers was collected from different regions of Thailand. Using multigroup structural invariance analysis, the sample was grouped into four types of farmers: rice, sugarcane, maize, and cassava, to see if there were any differences between them in each of the proposed pricing propensities. Our study finds that cassava farmers tend to pay significant attention to market focus, customer and product differentiation, brand orientation, and segment-based mass customization. Other groups of farmers, like rice and sugarcane, tend to set segmented (tiered) pricing as a result of brand orientation and mass customization. As for peak load pricing, market demand and seasonality are significant factors that can be found among four crops. No matter how prices are set on the global market, this study suggests that agribusiness farmers should think about marketing-related factors to stand out from their competitors.

Open innovation and family-owned sustainopreneurial performance: insights into Thailand’s generation gap

ABSTRACT Openness to innovation is a key strategic decision of any family business. Despite a rising interest among studies regarding open innovation (OI) in family companies, the existing knowledge and information are rather limited. The present study aims to enhance a greater understanding of the execution of OI strategy, examining how OI affects firm performance in each generation. Using a structural equation model (SEM), a sample of 563 family businesses was collected via a survey across different regions of Thailand. We study the significance of open innovation approach in family-owned SEMs in fostering the prospect of sustainopreneurship. The family-owned SMEs provide a generational backdrop for this aim, while the view of capabilities and resources has permitted inquiry into the mechanisms that contribute to sustainopreneurial performance. These processes are begun by the development of sustainable orientation, enterprise resource capabilities, and strategic marketing capabilities through cooperation plans.