SUSTAINABILITY LEARNING IN COSMETICS SMES: INFLUENCE ON GREEN PRODUCT INNOVATION AND COMPETITIVENESS
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Abstract
The objective of this research is: 1) To study the sustainability learning process of small and medium-sized enterprises (SMEs) in the Thai cosmetics industry; 2) Testing the structural relationships among sustainability learning, sustainability knowledge application, green product innovation, and sustainable competitive advantage; and 3) To propose policy guidelines for promoting sustainable learning and the competitiveness of Thai cosmetics SMEs. A mixed-methods research approach was used: 1) In-depth interviews were conducted with 20 executives and R&D personnel from 10 cosmetics SMEs, and the data was analyzed using constructivist grounded theory; 2) Quantitative data was collected from 223 cosmetics SMEs, and a structural equation modeling was analyzed using the PLS-SEM method.; and 3) Thematic synthesis. The result show that 1) ecological legitimacy is achieved through integrated learning, with SMEs that systematically integrate knowledge from various sources showing a greater tendency to develop innovative green products and create a sustainable competitive advantage. 2) The PLS-SEM analysis found that knowledge acquisition, knowledge transfer, and knowledge conversion had significant positive effects on sustainability knowledge application, with knowledge acquisition having the strongest influence. Sustainability knowledge application had significant positive effects on both green product innovation and sustainable competitive advantage. Green product innovation positively influenced sustainable competitive advantage. Sustainability knowledge application and green product innovation were significant mediators in the proposed models. 3) The thematic synthesis revealed policy recommendations for enhance the competitiveness. The result reflects that strengthening sustainable competitiveness in Thai cosmetic SMEs requires the balanced development of sustainability learning dimensions, alongside targeted and continuous policy support.
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References
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