Objectives: This research assesses risks in One Town One Product (OTOP) production in Samut Prakan Province, exploring how the integration of the Sufficiency Economy Philosophy and Sustainable Development Goals (SDGs) can foster sustainable business practices in response to the new normal lifestyle. Theoretical Framework: The study combines the Sufficiency Economy Philosophy, emphasizing self-reliance and moderation, with SDGs—especially Goal 8 (Decent Work and Economic Growth), Goal 9 (Industry, Innovation, and Infrastructure), and Goal 12 (Responsible Consumption and Production)—to create a sustainable OTOP production model. Method: Using an Action Research methodology, the study incorporates qualitative and quantitative methods, including document reviews, field surveys, risk assessments, and interviews with OTOP producers, experts, and government officials. Data were analyzed through descriptive statistics and content analysis. Results and Discussion: Fifteen risks were identified across five categories: moderation, reasonableness, self-immunity, knowledge, and morality risks. Overall, risks were found to be low. The PDCA (Plan-Do-Check-Act) cycle demonstrated the potential of sustainable development strategies, including product innovation using traditional Thai medicine knowledge, which improved product value and market demand. Research Implications: This study provides a risk management framework for OTOP production, offering insights for producers and policymakers to foster sustainability through local knowledge and innovation, aligned with SDGs. Originality/Value: This research integrates the Sufficiency Economy Philosophy with SDGs to assess risks in OTOP production, offering new perspectives on sustainable entrepreneurship and contributing valuable insights for both academia and OTOP stakeholders.
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