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This study delves into the intriguing dynamics between green semiotics and brand experiences, examining how elements like color, image, logo, and font not only shape brand experiences towards eco-friendly products but also influence green consumer behavior and thinking. Conducting a survey among 357 Thai consumers, this research uses Covariance-based Structural Equation Modeling (CB-SEM) to unearth the complex relationships between these semiotic elements and the multifaceted dimensions of brand experience—cognitive, sensory, emotional, and cultural. Surprisingly, the analysis revealed a predominantly negative impact of green semiotics on consumer perceptions, challenging the prevailing notion that eco-friendly branding consistently engenders positive reactions. Theoretically, this research sheds light on the potential pitfalls of green semiotics in branding, while practically, it offers critical insights for marketers on the cautious use of these elements to avoid consumer disillusionment and enhance sustainable consumer engagement, thereby contributing to a more nuanced understanding of how green brand experiences can be optimized to foster positive environmental behavior. [ABSTRACT FROM AUTHOR]

Demographic shifts resulting from population aging are evident globally, including in Southeast Asia, Thailand, and Indonesia. The relevance of advance care plans is becoming increasingly apparent as the worldwide demographic transforms due to aging. This study sought to investigate the factors influencing the use and implementation of advance care plans (ACPs) using the health belief model (HBM) and technology acceptance model (TAM). This study selected a sample of individuals aged 30–60 in Indonesia and Thailand based on established inclusion and exclusion criteria. The study utilized the purposive random sampling method, integrating aspects of purposive and random selection. A total of 532 questionnaires were distributed via an online form, and 472 were obtained after data cleaning. Most respondents to this survey came from Indonesia, comprising 238 out of 472 respondents (50.4%), and from Thailand, comprising 49.5%; most respondents were women who were between 36 and 40 years old, and most reported graduating with a bachelor's degree. A significant construct influences the use of advance care plans, i.e., perceived barriers. The perceived barrier (PBA) construct included data security, accessibility, and language barriers. In summary, overcoming existing barriers can indirectly increase the benefits of advance care plans. The results show that perceived usefulness (β = 0.189, p < 0.001), perceived ease of use (β = 0.150, p < 0.01), perceived susceptibility (β = 0.153, p < 0.01), perceived severity (β = 0.105, p < 0.05), and perceived benefits (β = 0.241, p < 0.001) all had significant positive effects on behavioral intention. In contrast, health motivation (β = 0.073, p = 0.100) and perceived barriers (β = 0.034, p = 0.134) did not show significant relationships with behavioral intention in Indonesia and Thailand, offering insights into both countries' development strategies and the promotion of advance care plans with media as the technology. [ABSTRACT FROM AUTHOR]

Food waste is an issue throughout the food supply chain from production to consumption, especially in the later stages, such as retailing and final consumption. For the future of the developing world, changes in farming and retail practices are crucial. This study introduces a digital system for managing agricultural waste in Thailand that aims to encourage farmers and food retailers to sell their excess agricultural materials. The study's objectives are as follows: (1) to explore factors that affect users' behavioral intention to utilize an agriculture waste trading platform; (2) to compare the behavioral differences between farmers and retailers regarding their intention to use a digital platform for sustainable agriculture. Data were gathered from 570 fruit and vegetable sellers and farmers across five provinces in the northeastern region of Thailand. Structural equation modeling (SEM) was used to analyze the relationships between constructs based on the modified Unified Theory of Acceptance and Use of Technology (UTAUT2), and multigroup analysis (MGA) was employed to analyze differences in path coefficients across groups. The key findings revealed that social influence (SI) had a more significant impact on retailers compared to farmers, while facilitating conditions (FC), habits (HB), and privacy (PR) were necessary for both groups. Unlike retailers, farmers were also motivated by hedonic motivation (HM) from using the platform. Explicitly, retailers' behavioral intentions were influenced by a more significant number of factors than those of farmers. This research suggests that policymakers should develop targeted marketing campaigns leveraging social influence for retailers, improve platform usability and security, and create incentives for habitual use to enhance platform adoption. Additionally, policymakers should promote engaging features for farmers, provide comprehensive education and training, and advocate for supportive policies and financial incentives. Strategic actions to facilitate the transition toward a circular economy will improve the environmental sustainability and economic resilience of the agri-food sector. [ABSTRACT FROM AUTHOR]

Misshapen organic vegetables in the food supply chain can easily be discarded in the market if they do not meet aesthetic standards. E-commerce technology enables the distribution of imperfect organic produce from farmers to potential customers, mitigating agri-food waste issues. Green consumers are prospective customers of imperfect produce because their purchasing decisions are made based on sustainability and environmental considerations. However, each individual's degree of green consumption differs, impacting their preferences and behaviors toward green buying activity. Considering the gap between the varying levels of green consumers and their intention to purchase imperfect organic produce through e-commerce, this study aimed to profile three distinct green consumers and explore factors affecting their Online Green Purchase Intention (OGPI) for imperfect organic vegetables. The Unified Theory of Acceptance and Use of Technology (UTAUT) was applied in this study, and Web-Based Label Quality (WLQ) was introduced as an extended construct to describe green consumers' perceptions of the credibility and reliability of labels or product-related information displayed on e-commerce platforms. This study involved 668 internet users from environmental platforms and online communities of organic food enthusiasts. First, the consumers were classified into dark-green, semi/light green, and non-green using a cluster analysis approach. Then, Structural Equation Modeling (SEM) and Multi-Group Analysis (MGA) were employed to determine the factors affecting OGPI among green consumer groups. This research found that Performance Expectancy (PE), Social Influence (SI), and WLQ positively influenced dark-green consumers' online green purchase intention. Only Performance Expectancy (PE) positively affected semi/light-green consumers' OGPI. Meanwhile, the Facilitating Condition (FC) positively affected non-green consumers' online green purchase intentions. This research revealed dark-green consumers as the target segment, broadening customers' perspectives on accepting imperfect organic products, including e-commerce technology. Moreover, the research results can be utilized for marketing and business purposes and contribute to food policy. [ABSTRACT FROM AUTHOR]

Openness to innovation is a key strategic decision of any family business. Despite a rising interest among studies regarding open innovation (OI) in family companies, the existing knowledge and information are rather limited. The present study aims to enhance a greater understanding of the execution of OI strategy, examining how OI affects firm performance in each generation. Using a structural equation model (SEM), a sample of 563 family businesses was collected via a survey across different regions of Thailand. We study the significance of open innovation approach in family-owned SEMs in fostering the prospect of sustainopreneurship. The family-owned SMEs provide a generational backdrop for this aim, while the view of capabilities and resources has permitted inquiry into the mechanisms that contribute to sustainopreneurial performance. These processes are begun by the development of sustainable orientation, enterprise resource capabilities, and strategic marketing capabilities through cooperation plans. [ABSTRACT FROM AUTHOR]

Digital payment or e-payment is well known in the present digital age and cashless society because of its variety and benefit. With an increasing amount of digital payment technology, the unified theory of acceptance and use of technology (UTAUT) has been utilized for decades to investigate consumers' acceptance. However, youths' behavioral intention toward digital payment usage in northeastern Thailand is unknown. We thus collected the data from 384 participants of Thai youths in the northeastern region. We discovered that performance expectancy, effort expectancy, and social influence expectancy positively influence youth's behavioral intention. In addition, facilitating conditions and behavioral intention have a positive effect on youth's use behavior. Furthermore, we found behavioral intention to be the strongest determinant in use behavior and that behavioral intention is the most influenced by performance expectancy. This result implies that more functional digital payment solutions lead to a robust intention to use by consumers. We anticipate that digital payment service providers will develop functional services and a user-friendly interface for the market. In a similar vein, we also expect businesses and entrepreneurs, as well as virtual or physical operations, to adopt digital payments and offer them to both existing and potential consumers. [ABSTRACT FROM AUTHOR]

This research paper focuses on mobile banking acceptance among Generation Z users by combining the technology acceptance model (TAM) and the unified theory of acceptance and use of technology (UTAUT) theory, as well as extending the theories with perceived trust and risk. During the COVID-19 pandemic, the online questionnaire survey was distributed using Google Forms, and the sample group was Thai Generation Z who were aged between 18 and 25 years old. The research objectives aim to (i) investigate the crucial effects that potentially affect user intention and actual usage of mobile banking, (ii) identify the most influential factor impacting users' intention and behavior, (iii) further study the trust and risk perception of Generation Z users on mobile-banking intention and actual usage, (iv) discuss the findings with the antecedent studies, and (v) contribute the research findings both theoretically and practically. The proposed constructs include perceived usefulness, perceived ease of use, social influence, facilitating conditions, perceived trust, perceived risk, behavioral intention, and actual usage. There are fourteen proposed hypotheses to be tested. Based on the outcomes and the standardized coefficient beta, perceived usefulness (β = 0.518) was the strongest factor determining Generation Z's behavioral intention, while perceived ease of use (β = 0.809) impacting perceived usefulness demonstrated the strongest relationship among all of the hypotheses. [ABSTRACT FROM AUTHOR]

The purpose of this study is to empirically examine the influence of social capital on competitive advantage through event innovativeness in business event study. This study uses a quantitative analysis of a questionnaire taken by 471 event participants. The results indicate that event innovativeness partially mediate the relationship between social capital and competitive advantage. In practical implication social capital can be interpreted as sharing a vision and having trust within and between organisations can lead to the innovativeness. The rapid development of technology can lead to event innovation adoption, for example by using QR codes, social media, hashtag activism and infographics can enhance competitive advantage, in terms of price and promotion, team support, and creativity. [ABSTRACT FROM AUTHOR]