Green Consumer Profiling and Online Shopping of Imperfect Foods: Extending UTAUT with Web-Based Label Quality for Misshapen Organic Produce.

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.

Production of Biocalcium from Fermented Fish Bone Residue for Fish Emulsion Sausage Fortification.

Fermented fish bone residue (FFBR) is an underused by-product of the industrial-scale production of fermented fish sauce. Subjecting FFBR to proper alkaline treatment can transform FFBR into biocalcium, which can be added to fish emulsion sausage (FES) to increase its calcium content. This study comprised two experiments. First, we aimed to find the most suitable alkaline treatment conditions for preparing biocalcium from FFBR. Alkaline treatments combining three sodium hydroxide (NaOH) concentrations (0%, 3%, and 6%) and three soaking times (0, 1, and 2 h) were tested. Quality parameters of alkaline-treated biocalcium (crude protein, crude fat, ash content, calcium, phosphorus, crude fiber, salt content, CIE color values, morphology of biocalcium particles, and the intensity of the fermented fish smell) were assessed. Second, we fortified FES with the properly treated biocalcium (0, 12, 24, or 36 g) and evaluated the sausage's calcium, phosphorus, crude fiber, salt content, pH, CIE color values, texture profile analysis (TPA), emulsion stability, and sensory criteria. It was found that treatment with 3% or 6% NaOH produced better crude protein, ash content, calcium, and CIE color value results than no alkaline treatment. These two NaOH concentrations effectively lowered the salt content and the intensity of the fermented fish smell. However, 3% and 6% NaOH produced similar results. A soaking time of 1 h or 2 h produced better results than no soaking in terms of crude protein, crude fat, ash content, calcium, phosphorus, CIE color values, and the intensity of fermented fish smell. However, 1 h and 2 h produced similar results. It is concluded that 3% NaOH and soaking for 1 h would be the most suitable alkaline treatment to prepare biocalcium from FFBR. Fortifying FES with biocalcium from FFBR increased the calcium and phosphorus contents but slightly reduced TPA. The other FES quality parameters were unaffected by biocalcium fortification.

Trust and website conversion in consumer responses to green product purchasing: A new perspective through the lens of innovative website Design's technology integration.

This study aims to investigate the role of trust and website conversion in consumer responses to green product purchasing, with a new perspective through the lens of innovative website design's technology integration. To achieve this objective, an online survey was conducted with a sample of 384 consumers in Thailand. The results reveal that user trust in innovative website design are significant predictor website conversion in consumer responses to green product purchasing. Innovative website design's technology integration positively influences anticipated website usability and anticipated website quality requirements, which, in turn, enhances trust and leads to increased consumer conversion to green product purchasing. Moreover, anticipated website quality requirement acts as a partial mediator in the relationship between technology integration of innovative website design and user trust in innovative website design. The relationship between user trust in innovative website design and conversion of consumer response to green product purchase is notably strong (ß = 0.203, p-value = 0.014), with user trust accounting for roughly 57.1 % of the variability in consumer conversion (R2=0.571). This substantial link suggests that in the broader context, enhancing elements that build trust within a website's design is crucial as it influences over half of the consumer's decision-making process related to green product purchases. Essentially, for industries and markets centered around eco-friendly products, investing in strategies to bolster user trust in their digital platforms could significantly drive consumer response and engagement. These findings have important implications for marketers and website designers seeking to enhance their green product sales by developing innovative website designs that incorporate technological integration and build trust with consumers. Both markers and website designers can use these insights to optimize their website design strategies, leading to increased conversion rates.

An Analysis of Multigenerational Issues of Generation X and Y Employees in Small- and Medium-Sized Enterprises in Thailand: The Moderation Effect of Age Groups on Person-Environment Fit and Turnover Intention.

Multigenerational employees can evidently impact human resource management practices in terms of effective employee retention. Arguably, a high turnover intention of young employees can hinder a company's human resource development, while a high volume of retirement of senior employees can create a skill deficit and even a labor management dilemma. This study explored how a supportive work environment can retain employees of different age groups in Thailand's small- and medium-sized enterprises (SMEs), particularly Generation X and Y. It modeled a supportive work environment that impacts the behaviors of Generation X and Y employees, taking into consideration the relationship among factors such as person-job fit, person-group fit, person-supervisor fit, person-organization fit, person-environment fit, and turnover intention. This paper statistically analyzed a set of data drawn from an attentive survey of a total of 400 employees of SMEs in 4 populous provinces in Thailand using structural equation modeling (SEM) and multigroup analysis (MGA) with the moderation effect of generations. This paper then found that person-job fit, person-group fit, person-supervisor fit, person-organization fit, person-environment fit, and turnover intention can influence an employee's intention to remain in his/her job. Additionally, the relationship manipulation among the aforementioned variables might influence Generation X and Y employees differently. Under the circumstances, supervisory support with less group involvement may encourage the retention of Generation Y employees, whereas a sufficient focus on job suitability could improve the retention of Generation X employees.

The Behavioral Intention to Adopt Circular Economy-Based Digital Technology for Agricultural Waste Valorization.

Thailand generates considerable amounts of agricultural food waste. This research focuses on the manufacturing and retail agricultural food system in the northeastern region of Thailand. Our study aimed to investigate the user segments and factors that influence users' behavioral intentions to utilize mobile technology for agricultural waste valorization. This study is based on the Unified Theory of the Adoption and Utilization of Technology (UTAUT2). In order to classify these segments, we performed a cluster analysis using demographic variables: gender, age, and income. In addition, the researchers employed a method known as multigroup structural equation modeling to determine and contrast the users' behavioral intentions. The results showed two types of users: (1) older users with various income ranges, and (2) younger users with a low-income range. Explicitly, age and income were the significant variables for the demographic segmentation, but gender was not. The results also revealed that social influence, price value, and trust highly affected the behavioral intentions of older and various-income users, but did not influence younger and low-income users. However, privacy strongly affected the behavioral intentions in the younger segment, but not those in the older one. Lastly, habit or regularity influenced the behavioral intentions of users in both segments. This study highlights implications for how developers and practitioners might adapt their platform strategies using a circular agricultural platform and user behaviors.

Consumer Intention to Utilize an E-Commerce Platform for Imperfect Vegetables Based on Health-Consciousness.

Thailand has a problem with fruit and vegetable waste because consumers have a negative attitude towards fruit and vegetables with imperfect shapes; however, those imperfections have no impact on nutritional quality. Young adults are most aware of the problem of food waste. Here, we study factors influencing consumer' intention to adopt an e-commerce platform that commercializes imperfect vegetables (ugly veggies). In all, 390 respondents from four provinces of Thailand were enrolled in the study. Cluster analysis, structural equation modeling, and multigroup moderation analysis approaches were used. The main conceptual framework was adapted from the unified theory of acceptance and the use of technology. Respondents were classified into low, moderate, and high health-conscious segments. We found that performance expectancy positively influences the behavioral intention of highly health-conscious consumers. For consumers in the moderate health-consciousness segment, effort expectancy and social influence positively affect behavioral intention. None of the hypothesized factors influence the low health-consciousness segment's behavioral intention. This paper expands the understanding of consumer' attitudes toward accepting an imperfect vegetable e-commerce platform. Additionally, the research can guide platform development and marketing efforts.

Innovative price-setting approaches to high-value products: A pricing method for agribusiness farmers.

Despite being determined by global market prices, the majority of Thai farmers have never become innovative price setters. Not many Thai farmers considered a pricing approach that would maximize the value of their agricultural products. To this end, this study provides empirical evidence regarding the impact of marketing-based variables on pricing. This study aims to identify marketing-based determinants involved in innovative, dynamic price settings for value-added agricultural products. We consider two approaches to innovative pricing - segmented (tiered) pricing and peak-load pricing - to see if there is a possibility for such pricing. A sample of 840 agribusiness farmers was collected from different regions of Thailand. Using multigroup structural invariance analysis, the sample was grouped into four types of farmers: rice, sugarcane, maize, and cassava, to see if there were any differences between them in each of the proposed pricing propensities. Our study finds that cassava farmers tend to pay significant attention to market focus, customer and product differentiation, brand orientation, and segment-based mass customization. Other groups of farmers, like rice and sugarcane, tend to set segmented (tiered) pricing as a result of brand orientation and mass customization. As for peak load pricing, market demand and seasonality are significant factors that can be found among four crops. No matter how prices are set on the global market, this study suggests that agribusiness farmers should think about marketing-related factors to stand out from their competitors.

Conceptualizing a Gluten-Free Instant Noodle Prototype Using Environmental Sustainability Aspects: A Cross-National Qualitative Study on Thai and Danish Consumers.

Gluten-free food products have been developed to satisfy the needs of consumers with celiac disease. However, there has been little research on the product feature development of sustainable gluten-free instant noodles through a qualitative study to explore the customer insights related to environmental attitude and purchase decision. Using a cross-national comparative study between Thai and Danish consumers, this study aims to (1) identify the target customer segments for each country; (2) explore the target customer segments regarding behaviours, desired outcomes, and pain points; and (3) suggest gluten-free instant noodle product prototypes suitable for each country. With a qualitative interview approach, 60 target customers (30 Thai and 30 Danish) were recruited to participate in this research. In addition, a thematic analysis was undertaken to examine their behaviours, desired outcomes, and pain points toward sustainable gluten-free instant noodle products. The findings revealed that convenience-oriented customers were the target segment of gluten-free instant noodle products in Thailand. This segment primarily focused on convenience as the main reason for consuming instant noodles and had common pain points in terms of taste. In contrast, environment-oriented customers were the target customer segment in Denmark. This segment consisted primarily of young women who eat less meat and shared common pain points such as difficulty accessing more sustainable options. Hence, there is a need to educate customers in Thailand (an emerging economy) and increase their awareness regarding environmental sustainability and consumption.

Open innovation as a strategy for collaboration-based business model innovation: The moderating effect among multigenerational entrepreneurs.

The aim of this study was to investigate the existence of collaboration-based business model innovation through an open innovation strategy among multigenerational-cohort SMEs in the context of the Thailand setting. This current research identified four key antecedents of open innovation based on resource and capability review. Open innovation is examined in two main strategies: (1) open innovation breadth and depth, and (2) open innovation cooperation. Using survey data from family-owned SMEs in Thailand, we estimate multigroup structural invariance models considering four generational cohorts by age: Generation Z, Generation Y, Generation X, and Baby Boomers. The empirical results indicated that family business owners are more likely to pay attention to innovative human capital and strategic agility among Generation Y and Baby Boomers. Meanwhile, Generation Z, Generation Y, and Baby Boomers tend to understand the importance of strategic agility before they strategize their breadth and depth of open innovation. To execute an open innovation strategy, Generation Z, Generation Y, and Generation X tend to implement a partner-search strategy and then do a cooperation plan. Our findings imply that business practitioners should understand the moderating role of generational cohorts due to their experience age. There are differences among Generation Z, Generation Y, and Generation X when participating in collaboration-based business model innovation using an open innovation strategy.