Creative Business and Sustainability Journal

Investigating the Mediating Effect of Green Work Engagement on the Relationship between Green Human Resource Management and Employee Green Work Behavior: A Study of Chinese Higher Education Industry

2025-07-23T11:42:17+07:00

This research explores the relationship between green human resource management (GHRM) practices and employees’ green workplace behaviors in higher education institutions (HEIs), focusing on the mediating role of green work engagement (GWE). As global sustainability becomes increasingly important, HEIs are integrating eco-friendly strategies into their operations. The study emphasizes HRM’s role in embedding sustainability through green recruitment, training, incentives, and evaluations. While GHRM has been widely studied in manufacturing and service sectors, its application in HEIs, particularly in China, remains underexplored. This research addresses that gap by examining how GHRM influences employees' in-role and extra-role green behaviors, and how GWE mediates this relationship. It also evaluates how HEIs can enhance environmental sustainability through effective HRM strategies. Grounded in social exchange theory (SET), and supported by the job demands-resources (JDR) model and the broaden-and-build theory (BBT), the study develops a comprehensive research model. Data were collected from 400 academic and administrative staff across four universities in Shenyang, China, via self-administered questionnaires. Findings confirm that GHRM positively impacts both types of green behavior and that GWE plays a significant mediating role. These results align with previous research suggesting that employees reciprocate green initiatives with stronger engagement and environmental commitment. The study recommends integrating GHRM into core HR policies at Chinese HEIs, forming sustainability teams, and encouraging green engagement through incentives and collaboration. Future research should expand to different regions and sectors, adopt longitudinal methods, and explore mediators like green organizational support, climate, and leadership.

Developing a Sustainable Community-Based Tourism Product Ecosystem for Mekong River Cruises through Local Participation: A Case Study of the Tai Lue in Chiang Rai

2025-08-29T09:23:34+07:00

Chiang Rai Province in northern Thailand has positioned creative tourism as a strategy for sustainable development. However, many riverside villages continue to face challenges in transforming their rich cultural assets into fair and sustainable income. This study addresses that gap by designing and piloting a community-based social-service ecosystem for Mekong River cruises in the Tai Lue villages of Ban Had Bai and Ban Had Sai Thong, Rim Khong Sub-district. Guided by service-dominant logic, community-based tourism empowerment theory, and adaptive governance. The research had two main goals: (1) to identify existing community products associated with Mekong River tourism, and (2) to enhance these products through participatory service design, fostering an ecosystem that supports long-term development. The study employed a qualitative, ethnographic methodology using the Double-Diamond framework. Data were collected through 30 semi-structured interviews, 60 hours of participant observation, and a prototype cruise discussion. Thematic analysis in NVivo revealed four key themes: ritual cuisine, textile heritage, river ecology, and vernacular architecture. Cross-case analysis highlighted structural tensions, including fragmented service sequencing, inconsistent storytelling, unequal retail exposure, and ecological pressure on kai (edible algae) due to nitrate levels. Co-creation workshops led to the development of a six-lane service blueprint, a blockchain-enabled “river-token” dividend system, visitor education animations, and a Junior River Ranger program. Nevertheless, the project showcases how participatory service design can transform delicate cultural traditions into a resilient tourism ecosystem, offering a scalable model for riparian communities along the Mekong River.

Analyzing the Drivers of Green Product Adoption in Bangkok, Thailand: A Focus on Electric Vehicles Transportation

2025-08-14T11:44:15+07:00

This study investigates the drivers of green product adoption in Thailand, focusing on electric vehicle (EV) adoption as a key solution to reduce carbon emissions and enhance environmental sustainability. Grounded in the Technology Acceptance Model (TAM), the research examines how product information availability and persuasive advertising influence consumer attitudes and decision-making. Quantitative data were collected from 901 respondents across 21 districts in Bangkok, all with direct EV experience. Confirmatory Factor Analysis (CFA), multiple linear regression, and Structural Equation Modeling (SEM) were used for analysis. Results show that product information availability (β = 0.415***) and persuasive advertising (β = 0.502***) significantly and positively affect consumer decision-making. These relationships are mediated through key TAM constructs: product information availability influences perceived usefulness (β = 0.594***), perceived ease of use (β = 0.581***), and perceived risk (β = 0.448***), while persuasive advertising affects perceived usefulness (β = 0.689***), perceived ease of use (β = 0.685***), and perceived risk (β = 0.503***). The findings highlight the importance of information clarity, strategic communication, and supportive policy to accelerate EV adoption in Thailand.

Location-based Advantages: Entry of Foreign Firms in the EV Industry in Thailand

2025-06-30T10:00:09+07:00

Thailand’s automotive industry is experiencing a paradigm shift as it deliberately moves toward electrification through its Electric Vehicle Policy (EVP). The structural change has disrupted the competitive dominance of incumbent foreign legacy automakers (FLA). As such, it is compelling them to adjust their developmental strategy while facing strong competition from emerging new entrants. Unlike FLAs that must balance their production and sales between internal combustion engine vehicles (ICEVs) and electric vehicles (EVs), their distinctive advantage is in EV technology. This study examines the motivations of emerging market multinational enterprises’ (EMNEs) entry into Thailand, analyzing the case of EV manufacturers from China, to identify the opportunities for FLAs to partake in its goal to produce 30% EVs of its total output by 2030. This research uses various secondary sources from the Bank of Thailand to industry reports, external media reports, and annual reports of BYD and Great Wall Motor between 2014 and 2023. Findings indicate that firm-unique position as global EV leaders and Thailand's location-based advantages contributed to the rapid internationalization of EMNEs from China. At the same time, incumbent FLAs’ industry position is weakened by declining sales and a reduced market share. However, some activities in the EV supply chain remain underdeveloped, presenting opportunities for FLAs to leverage their expertise in key areas such as: dedicated research collaborations on battery technology, charging station infrastructure development, workforce skills and development, battery disposal and recycling solutions, and ICEV-EV conversion technology.

Implication of Mandatory Trading Report: Evidence from the Thai Bond Market

2025-08-20T14:30:04+07:00

Motivated by mixed evidence on market transparency and two regulatory changes introduced by the Thai Bond Market Association (ThaiBMA) in 2006 and 2009, this study examines their effects on bond liquidity and extreme price jumps. The 2006 regulation required the reporting of trading information within 30 minutes, and the 2009 regulation imposed penalties for late, erroneous, or missing reports. Using 745,911 Thai government bond transactions from 2002 to 2019, we find that mandatory reporting reduced average reporting delays by about 49–59 seconds, while the introduction of penalties reinforced compliance. Liquidity improved, with the 2006 regulation linked to a 46 basis point increase in turnover, although effects after 2009 were less pronounced. Most strikingly, the frequency of extreme price jumps declined sharply: only one weekly jump was detected across four actively traded bonds after 2006, compared with frequent jumps beforehand. These results demonstrate that even modest improvements in reporting timeliness can enhance transparency, strengthen investor confidence, and reduce tail-risk exposure. Overall, regulatory enforcement contributed to more stable market conditions and may lower the cost of capital in emerging bond markets.

From Podium to Profit: How International Sports Wins Boost National Income?

2025-08-20T16:31:50+07:00

This study describes how Thailand, as the principal case, convert international sports victories—through both athletic performance and event hosting—into measurable contributions to national income. It introduces the “Podium to Profit” framework, which links sports branding, sport diplomacy, policy alignment, and entrepreneurship enablement with macroeconomic and community-level outcomes. Using Germany and Qatar as comparative cases, the article evaluates the conditions under which sporting success translates into economic value. The Thai case studies provide the primary empirical foundation, offering in-depth analysis of local mechanisms, while evidence from Germany’s long-term infrastructural returns and Qatar’s sports diplomacy and diversification strategies contextualizes and broadens the framework’s relevance. Findings reveal that strategic alignment across sectors—policy, education, commerce, and culture—is key to unlocking the full economic potential of international sports success.