STRATEGIC VALUE CHAIN OPTIMIZATION AND CONSUMER ACCEPTANCE OF THAI GI SABA BANANA PRODUCTS
DOI:
https://doi.org/10.14456/aamr.2026.6Keywords:
Value Chain Optimization, Consumer Behavior, Geographical Indication, Saba Banana, Grassroots Economic DevelopmentAbstract
This mixed-methods study examines fundamental consumer behavior and proposes an optimized, eco-friendly value chain model for Geographical Indication-certified Saba banana products in Southern Thailand to drive sustainable grassroots economic development. Quantitative data were gathered from 400 consumers via a survey, alongside qualitative insights from key stakeholders and regional policymakers. The research findings reveal exceptionally high levels of overall consumer satisfaction and market acceptance, driven primarily by rising health consciousness, green product attributes, and standard certifications such as Halal and FDA approval. Marketing mix analysis indicates that the product and price elements are the primary determinants of actual purchasing decisions, while distinct demographic variations significantly influence consumer preferences. Based on these insights, a sustainable value chain framework is introduced that seamlessly integrates clean raw material sourcing, diversified high-value processing—such as banana flour and skincare products—collaborative stakeholder networks, and robust financial management. Ultimately, this research provides crucial administrative and strategic insights for local community enterprises and regional administrators to maximize the competitive advantages of indigenous agricultural resources within dynamic regional markets.
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