Journal for Strategy and Enterprise Competitiveness

The Influence of Environmental Concern, Environmental Knowledge and Perceived Green Brand Image on Purchase Intention of Sustainable Fashion Products among Thai Consumers: An Application of the Theory of Planned Behavior

Anirut Jongpradit — 2025-12-23

This study examines the influence of environmental concern, environmental knowledge, and the perception of environmentally friendly brand image on the purchase intention of sustainable fashion products among Thai consumers, using the Theory of Planned Behavior (TPB) framework. The research collected data from 400 consumers through an online questionnaire. Structural Equation Modeling (SEM) was used to analyze the data. The results indicate that environmental concern directly influences consumer attitudes toward sustainable fashion products (coefficient = 0.773, p < 0.001), meaning that consumers with higher environmental concern tend to have more positive attitudes, which in turn indirectly increases their purchase intention. Similarly, environmental knowledge directly affects consumer attitudes (coefficient = 0.263, p < 0.001), and this more favorable attitude also indirectly enhances purchase intention. Furthermore, attitude, conformity to social reference groups, and the perception of an environmentally friendly brand image all directly influence purchase intention. In contrast, perceived behavioral control does not have a significant effect (coefficient = -0.013, p > 0.05), indicating that consumers’ perceived control over their behavior does not significantly drive their purchase intention for sustainable fashion products. The findings suggest that marketers should develop strategies aligned with environmental concern and knowledge, while communicating a credible environmentally friendly brand image. Additionally, the involvement of key reference groups, such as family and friends, should be encouraged to foster sustainable purchasing decisions.

BCG Economy Model: Comparative Study of Thai and Foreign Organizations

Thimpika Ungskul — 2025-12-23

This article aims to provide an understanding of the BCG Economy Model, a concept that applies science, technology, and innovation to enhance sustainable competitiveness. The model includes three components: bioeconomy, circular economy, and green economy, all of which are developed simultaneously. The article begins by explaining the concept and components of the BCG Economy Model, and then compares case studies of two Thai organizations—Café Amazon and Ban Pong Tapioca—and two foreign organizations—Huawei and Amazon. The findings indicate that all organizations conduct their business in line with the BCG Economy Model, covering all three components. However, there remain a significant number of organizations that have not been able to implement the model successfully. Therefore, relevant sectors must cooperate. Executives, in particular, need to understand, promote, support, be aware of, and prioritize sustainable organizational development, while the government should establish standards, laws, tax measures, and related regulations, as well as encourage organizations to improve and develop in order to earn recognition and awards that reflect their commitment to sustainable development.

Management of University Business Incubators Towards Sustainability: A case study of regional network institutions in the North

Teerachai Saowong — 2025-12-23

Thailand continues to face challenges in economic development, particularly in its economic structure, which has not yet been fully driven by innovation. The National Strategy on Enhancing Competitiveness, Strategy 5, emphasizes the development of an economy based on modern entrepreneurs. This aligns with the National Economic and Social Development Plan, which aims to restructure the production and service sectors toward an innovation-based economy. The Office of the Permanent Secretary, Ministry of Higher Education, Science, Research and Innovation, has implemented policies through the “University Business Incubator (UBI)” program to enhance the potential of business incubators in higher education institutions. This study on the management of university business incubators towards sustainability aims to explore and analyze the factors contributing to success and sustainability, prioritize those factors, and propose strategic guidelines for effective and sustainable management in the long term. The Analytic Hierarchy Process (AHP) was employed as the main methodology. The sample group was selected using quota sampling and purposive sampling methods, including project managers or business incubation officers from regional UBI hubs in upper and lower northern Thailand. All participants had at least five years of experience in business incubation and were currently working in UBI units. The findings revealed that the key factors contributing to the success and sustainability of UBIs, in order of importance, are: (1) Financial management, (2) Organizational management, (3) Innovation and technology, (4) Human resources and (5) Networking. These results highlight the significance of efficient financial management in ensuring the sustainability of UBIs. Therefore, the development and improvement of UBI units should involve effective financial management, strengthening collaboration with entrepreneurs, the private sector, government agencies, and other institutions. It is essential to promote network building, knowledge exchange, and shared resource utilization. Additionally, studies on the impacts and success factors should be conducted to ensure sustainability in both the Thai and global contexts.

Investment Decision in Common Stocks of Government Savings Bank Employees in the Northern Region

Nassanan Kulawong — 2025-12-23

This research aimed to 1) study personal factors affecting investment decisions in common stocks, 2) study the relationship between investment factors and investment decisions in common stocks, and 3) study the investment decision-making behavior of employees of the Government Savings Bank in the northern region. The researcher used a questionnaire to collect data from 400 people. The statistics used for data analysis were descriptive statistics, including mean and standard deviation, to describe data characteristics. Inferential statistics included chi-squared and Pearson's simple correlation coefficient to test hypotheses. The results of the study found that most employees of the Government Savings Bank in the northern region were female, aged 31-40 years, single, had a bachelor's degree, and had an average income of 20,001-40,000 baht. The data analysis found that employees of the Government Savings Bank in the northern region with different genders and statuses had similar investment behaviors in terms of investment characteristics and sources of funds. Employees of the Government Savings Bank in the northern region with different ages, education levels, incomes, job positions, and investment experiences had different investment decision-making behaviors in common stocks. In terms of investment characteristics and frequently traded securities groups, there were statistically significant differences at the 0.05 level. The results of the relationship test between investment factors and investment behaviors affecting investment decisions in common stocks revealed that investment decision behaviors in the securities groups were different. Investment behaviors in terms of investment characteristics and sources of funds were not different. In addition, the investment factor, rate of return, was related to investment decision behaviors in common stocks in terms of securities holding and average duration of securities holding.

A Study of Factors Affecting Undergraduate Student Entrepreneurship in the New Normal Era Higher Education in Thailand

Sangsuk Pithayanukul — 2025-12-23

This study aims to 1) examine the perceived importance of factors influencing entrepreneurial intention among undergraduate students in Thailand during the New Normal era, and 2) analyze the predictive power of four key factors—business environment, entrepreneurial characteristics, economic capital, and entrepreneurship education—on students' entrepreneurial intention. The target population comprised undergraduate students in Thailand. A sample of 400 students was selected using convenience sampling. The research instrument was a structured questionnaire using a 5-point Likert scale. Data were analyzed using descriptive statistics (mean and standard deviation) and multiple regression analysis. The findings revealed that students rated entrepreneurship education tailored to the New Normal as the most significant factor (𝑥̅ = 4.17, SD = 0.751), followed by economic capital (𝑥̅ = 4.09, SD = 0.790), business environment (𝑥̅ = 4.07, SD = 0.765), and entrepreneurial characteristics (𝑥̅ = 4.00, SD = 0.794). All four factors were positively correlated with entrepreneurial intention at a statistically significant level (𝑝 < 0.05). Moreover, these factors collectively predicted 61% of the variance in entrepreneurial intention (R² = 0.610, Adjusted R² = 0.594). The study offers implications for policy and curriculum development. Higher education institutions should design practice-oriented curricula that integrate digital and business technologies, while government and support agencies should provide financial access and infrastructure to foster new-generation entrepreneurs in the New Normal context.

Strategic Management for Creating Competitive Advantages of Environmentally Friendly Event Business: Concepts and Applications

Chanchai Pommi — 2025-12-23

Rapid growth and intense competition within service and event management industries have generated multiple environmental impacts. Therefore, this article aims to present concepts and applications of strategic management principles to create competitive advantages for environmentally friendly event businesses. Through an extensive review of the relevant literature and research, the authors propose the following strategic process applications: 1) event organizers should analyze both internal (strengths and weaknesses) and external (opportunities and threats) environments to assess competitive potential before formulating strategic plans; 2) strategy formulation, wherein executives should establish strategic directions and plans that prioritize environmental considerations conducive to competitive advantages; 3) strategy implementation, which reflects the development of functional action plans to achieve objectives, including appropriate resource allocation for operational activities; and 4) evaluation and control, comprising the assessment of event outcomes in alignment with strategic plans. Event organizers should prioritize environmental considerations throughout these four strategic phases. From an academic perspective, this study emphasizes the importance of strategic management processes that prioritize environmental concerns, thereby expanding the body of knowledge regarding strategic management within the context of event businesses. From a practical standpoint, this study provides environmentally friendly strategic management guidelines for the event industry, which represents a growing business sector, thus facilitating the development of competitive advantages.

The Dynamics of Nationalism, Media, and Identity: Influences on Chinese Consumers' Purchasing Decisions Between Domestic and International Brands

Thacha Tapaneeyakorn — 2025-12-23

This research aims to analyze the factors influencing purchasing decisions between Chinese and foreign brands, focusing on the impact of nationalism and the role of media and advertising on Chinese consumer behavior. A qualitative research design was employed through in-depth interviews with 20 Chinese consumers aged 18 to 35 living in urban Shanghai, selected based on specific inclusion criteria. The findings indicate that nationalism functions as an emotional motivator that fosters positive attitudes toward Chinese brands, but it is not the primary determinant in purchasing decisions. Consumers continue to consider factors such as product quality, price, and brand image. Nationalistic content in media and advertising tends to influence consumers with strong national pride, while others may respond with skepticism or resistance. Foreign brands remain favored in certain product categories, such as luxury goods and advanced technology, highlighting the dynamic and hybrid nature of contemporary Chinese consumer identity. This study therefore recommends that brands targeting the Chinese market adopt a communication strategy that integrates national values with demonstrable product quality to enhance sustainable competitive advantage.

Causal Factors Influencing Entrepreneurial Mindset and Entrepreneurial Intentions among University of Phayao’s Undergraduate Students

Chanchai Pommi — 2025-12-23

This research aims to examine the influence of entrepreneurial education, entrepreneurial knowledge, and self-efficacy on entrepreneurial mindset and entrepreneurial intentions among undergraduate students at the University of Phayao. The study employed quantitative research methodology, collecting data through an online questionnaire from a stratified random sample of 313 respondents. Data analysis was conducted using partial least squares structural equation modeling (PLS-SEM). The findings revealed that entrepreneurial education had a significant positive influence on both self-efficacy and entrepreneurial mindset, whereas entrepreneurial knowledge significantly positively influenced entrepreneurial mindset but showed no significant effect on self-efficacy. Furthermore, self-efficacy demonstrated a significant positive influence on entrepreneurial mindset, which exhibited a significant positive influence on entrepreneurial intentions. This research provides valuable insights for educational institutions regarding the development of curricula and co-curricular activities that foster entrepreneurial mindset development among students, thereby enhancing the attitudes and skills essential for future entrepreneurial endeavors.