THE SUPPLY CHAIN OF THAI AGRICULTURAL PRODUCTS THROUGH E-COMMERCE CHANNELS: ISSUES AND A STUDY USING CONSTRUCTIVIST GROUNDED THEORY

Abstract

This study aimed to examine the patterns and challenges of agricultural supply chains distributed through e-commerce channels in Thailand and to develop a constructivist grounded theory within the context of supply chain management. The research employed a qualitative approach using Charmaz's constructivist grounded theory methodology. The key informants included farmers selling agricultural products through e-commerce, platform providers, logistics representatives, and government officials, totaling 30 participants. Data were collected through in-depth interviews, non-participant observations, and document analysis. The findings revealed four distinct supply chain models: 1) Direct sales by farmers, 2) Sales through aggregators or wholesalers, 3) Sales via modern retail stores, and 4) Sales through specialized platform providers. Each model exhibited unique advantages and limitations. The key challenges identified include logistics issues, product quality management, and data integration and technology adoption. The agricultural supply chain in Thailand’s e-commerce sector is shaped by social construction in three main dimensions: stakeholders adaptation, business ecosystem development, and sustainability building. These dimensions led to theoretical propositions, namely: Digital Supply Chain Ecosystem Theory, which comprises real-time data integration, digital adaptation, and policy-level connectivity development and Supply Chain Balance Theory, which includes product quality management, sustainable resource management, and real-time demand responsiveness. The study recommends developing a centralized platform to systematically integrate supply chain data, implementing digital skill development programs for farmers, and improving infrastructure to support the sustainable growth of e-commerce in the agricultural sector.