CREATING AN ENVIRONMENTALLY FRIENDLY PRODUCT VALUE CHAIN MODEL FROM BANANA STONES TO ENHANCE THE COMMUNITY GRASSROOTS ECONOMY IN BANNANG SATA DISTRICT, YALA PROVINCE

Abstract

 The objectives of this research are to 1) study consumer behavior and marketing mix factors of environmentally friendly stone banana products, 2) analyze the original value chain of environmentally friendly stone banana products for upgrading community grassroots economy, and 3) create a new value chain model for environmentally friendly stone banana products for upgrading the community grassroots economy. The study was a mixed methods research. The quantitative research used a questionnaire as a research instrument. The sample was 400 consumers in Bannang Sata District, Yala Province. The results found that the majority of consumer behavior chose to buy products with the OTOP, FDA, Halal marks, The product integrity and marketing mix factors overall were at the highest level. The product received the FDA and Halal marks. The price was worth it when compared to the quality of the product. For the place, opening and closing times of the sales location were convenient for purchasing the product. In addition, the promotion focused on after-sales service and product guarantee, for example in case of dissatisfaction or damage, product can be returned. The qualitative research using a focus group discussion and in-depth interviews found that the main activities and supporting activities promoted the development of environmental products to raise the level of the community's grassroots economy in the district. Moreover, the research model found that stimulating factors outside the organization (Environmental regulations and market) had a positive direct influence on green manufacturing practices and stimulating factors within the organization (Social responsibility, commitment of senior management, and shared vision) had a direct positive influence on environmentally friendly production practices.