A model of a rubber farmer institute is sustainability: rubber farmer institute as a juristic person in Thailand

Name: Kajohnjak Nuanphromsakul

LCSH: Rubber plants -- Thailand

LCSH: Gardeners

LCSH: Dipterocarpaceae

Abstract: This purpose of this research was to investigate the sustainability of rubber farmers in Thailand, from the individual perspectives and from the cooperatives perspectives. The study was geared towards developing a model for rubber farmers’ institutes’ sustainability, considering rubber farmers institute as a jurisdiction entity in Thailand. The study was vital considering the importance of rubber farming in Thailand, in terms of household income and general economic contribution. At the same time, most rubber farmers are still underprivileged, and the lack of knowledge of marketing, finance, technology, business, and economic opportunities. Furthermore, they are facing several problems such as loss from low product prices, high production costs, and natural disasters. This research therefore addressed these issues by developing a sustainability model. The research was guided by two major objectives; (i) relationships of the variables in the model of sustainability; and (ii) factors affecting the sustainability of the rubber farmer. The research was conducted using quantitative methodology, using primary data collected from sample respondents. The sample size comprised of 436 individual rubber farmers’ respondents, and 434 cooperatives respondents. The data was analyzed using statistical techniques, including descriptive statistics, correlation analysis, reliability and validity analysis of the data, confirmatory factor analysis (CFA), and structural equation modeling (SEM). The findings of the research revealed that for individual rubber farmers, brand image and loyalty had a positive and significant influence on the rubber farmer’s sustainability in Thailand. The sustainability was also found to be influenced significantly, positively but indirectly by trust, satisfaction and brand image, through loyalty as a mediator. Other results were positive effect of brand image on perceived value, significant positive effect of trust on satisfaction, significant positive effect of perceived value, and significant positive effect of trust on loyalty With regard to rubber farmers which are cooperatives, the sustainability of rubber farmers was influenced directly, positively and significantly by brand image, and loyalty. Additionally, the rubbers farmers’ sustainability is influenced by indirectly, positively and significantly satisfaction, trust and brand image. It was also found that satisfaction and trust significantly and positively influenced loyalty, while satisfaction was negatively influenced by perceived value but positively influenced by trust. The research recommended that in order to improve the rubber farmers sustainability in Thailand, the aspects that should be enhanced include brand image, loyalty, and satisfaction of the farmers. For the brand image, the specific factors to improve include brand identity, brand personality, and activity; for the loyalty, the specific factors to improve include behavior and attitude; while the specific factors to improve for satisfaction include economics, knowledge, stability, and participation. For the brand image, the specific factors to improve include brand identity, brand personality, and activity; for the loyalty, the specific factors to improve include behavior and attitude; while the specific factors to improve for satisfaction include economics, knowledge, stability, and participation. For the case of individual rubber farmers Rubber farmers groups in Thailand can leverage on the results to understand the needs of their members by understanding the relevance of the brand image, perceived value and build trust which can lead to sustainability of the group. The study advocates that the loyalty of customers regarding the rubber farmers’ institutes would increase the associated sustainability. For the case of rubber farmers’ cooperatives Rubber farmers’ cooperatives need urgent re-evaluation and improvement. There is need to motivate and be a model of stability and sustainability to convince small rubber farmers to become the members and participate in the activities. To improve the rubber farmer cooperatives sustainability, brand image, loyalty, and satisfaction should be leveraged. For The Rubber Authority of Thailand Ministry of Agriculture and Cooperatives by the Rubber Authority of Thailand should apply “A Model of a Rubber Farmer Institute’s Sustainability: Rubber Farmer Institute as a Juristic Person in Thailand” obtained from this research to be applied as the policy of Thailand's rubber organization and strategy. For maximum benefit to rubber farmers, rubber farmers' institutes, rubber entrepreneurs and the Rubber Authority of Thailand

King Mongkut's Institute of Technology Ladkrabang. Central Library

Address: BANGKOK

Email: Lifelong@kmitl.ac.th

Name: Singha Chaveesuk

Role: Thesis Advisor

Email : singha.ch@kmitl.ac.th

Created: 2023

Modified: 2024-11-18

Issued: 2024-11-16

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Doctor of philosophy

Level: Doctoral Degree

Descipline: Industrial Business Administration (International Program)

Grantor: King Mongkut's Institute of Technology Ladkrabang

©copyrights King Mongkut's Institute of Technology Ladkrabang

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