ANTECEDENTS INFLUENCING THE EFFICIENCY OF THE SUSTAINABLE DEVELOPMENT OF SILVER JEWELRY BUSINESS IN THAILAND

Authors

  • Chaiwat prasartpanyawut Graduate School, Suansunandha Rajabhat University.
  • Thanasuwit Tabhiranrak Graduate School, Suansunandha Rajabhat University.
  • Sittichai Thammasene Graduate School, Suansunandha Rajabhat University.

DOI:

https://doi.org/10.60101/rmuttgber.2025.280704

Keywords:

Pure silver jewelry business, Development effectiveness , Sustainable development

Abstract

The objectives of this study are to 1) examine the effectiveness of sustainable development in the sterling silver jewelry business in Thailand, 2) analyze the causal factors affecting the development effectiveness, and 3) propose guidelines for sustainable development in the sterling silver jewelry business in Thailand. The research sample consists of 400 participants, including business operators, owners, and representatives of sterling silver jewelry businesses in Thailand, as well as 17 key informants. The statistics used in the study include frequency, percentage, mean, standard deviation, and structural equation modeling (SEM) analysis. The findings revealed that 1) the effectiveness of sustainable development in the sterling silver jewelry business in Thailand showed economic growth, market expansion, increased competitiveness, and social opportunities. Socially, it fostered pride and confidence, while environmentally, it reduced energy consumption in production processes. 2) The causal factors affecting effectiveness included green innovation, which influenced marketing strategies and business performance, marketing strategies impacting brand value and business effectiveness, and brand value contributing to business performance. 3) The proposed development guidelines include using appropriate marketing strategies, designing products based on market demands, adopting environmentally friendly technologies and materials, and focusing on quality and effective communication to build credibility and long-term sustainability.

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Published

01.04.2025

How to Cite

PRASARTPANYAWUT, C.; TABHIRANRAK, T. .; THAMMASENE, S. ANTECEDENTS INFLUENCING THE EFFICIENCY OF THE SUSTAINABLE DEVELOPMENT OF SILVER JEWELRY BUSINESS IN THAILAND. RMUTT Global Business and Economics Review, Pathum Thani, Thailand, v. 20, n. 1, p. 70–85, 2025. DOI: 10.60101/rmuttgber.2025.280704. Disponível em: https://so03.tci-thaijo.org/index.php/RMUTT-Gber/article/view/280704. Acesso em: 1 may. 2025.

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Section

Research Articles