Journal of Business, Innovation and Sustainability (JBIS)

Analyzing the Impact of Export Share to the United States and China on Carbon Dioxide Emissions

Pasathon Phetphan, Papar Kananurak, Dhanoos Sutthiphisal — Tue, 30 Sep 2025 00:00:00 +0700

This paper examines the relationship between export share and carbon emissions. In particular, this study investigates whether exporting to different countries, such as the United States and China, leads to distinct environmental impacts. It also analyzes the influence of COVID-19 and climate change negotiations, such as the Paris Agreement, on carbon emissions, using data from 52 countries spanning 2003 to 2022 and controlling for variables including GDP per capita, export-to-GDP ratio, and agricultural land. The analysis employs fixed effects and System Generalized Method of Moments (system GMM) estimation techniques to address unobserved heterogeneity and potential endogeneity. The findings indicate a meaningful relationship between export share and carbon dioxide emissions. Specifically, a 1% increase in export share to the United States is associated with a 0.0021% decrease in per capita carbon emissions (p < 0.10), whereas a 1% increase in exports to China corresponds to a 0.0036% increase in emissions (p < 0.10). Furthermore, the analysis demonstrates that COVID-19 played a role in reducing emissions during the pandemic. However, the Paris Agreement has not yielded the anticipated reductions. Nonetheless, country-specific factors, including those related to climate change negotiations, continue contributing to variation in emissions outcomes.

The Risk Perception among Hotel Employees During Times of Uncertainty

Amonrat Autthayotha, Petchsri Nonsiri, Chairat Choesawan — Tue, 30 Sep 2025 00:00:00 +0700

Purpose: This study investigates hotel employees’ perceptions of risk and analyses the relationship between perceived risk and job performance, emphasizing the uncertainty intensified by the COVID-19 pandemic.

Methodology: The research employed a quantitative method, sampling 397 hotel employees in Bangkok using closed-ended questionnaires. Statistical tools included descriptive statistics (mean, percentage), F-test (ANOVA), and Pearson’s correlation coefficient.

Key Findings: Risk perception was significantly influenced by education, work experience, contract type, job status, and hotel size. People perceived financial risks as the highest among five dimensions: technological, financial, health, natural disaster, and safety. A positive correlation was found between perceived risk and employee performance.

Contributions: The findings endorse risk-aware HR and organisational practices, enhancing our comprehension of employee conduct in uncertain conditions.

Prosocial Behaviour in Ethical Consumption: Evidence from Thai Consumers of Hill Tribe Handcrafts

Siripan Deesilatham — Tue, 30 Sep 2025 00:00:00 +0700

This study investigates prosocial consumer behaviour in the context of ethical consumption, focusing on handcrafted souvenirs produced by marginalised hill tribe communities in Thailand. Grounded in social cognitive theory, the research examines the psychological antecedents of empathy, moral obligation, and self-efficacy. Using survey data from 303 participants and cluster analysis, three distinct consumer segments were identified: compassionate changemakers, concerned supporters, and disengaged bystanders. These clusters differed significantly (p < .001) in prosocial motivations, behavioural intentions, and altruistic dispositions. Compassionate changemakers exhibited the highest levels across all constructs, while disengaged bystanders scored the lowest. Concerned supporters held internalised ethical values but showed emotional ambivalence and lower confidence to act. The study contributes to the prosocial behaviour literature by proposing a novel segmentation framework that captures psychological diversity among ethical consumers in a collectivist, non-Western context. The findings provide theoretical insights and practical guidance for marketers and policymakers seeking to promote socially responsible consumption through targeted, psychologically informed strategies.

Navigating Digital Transformation: A Case Study of Thailand's Higher Education and Energy Sectors

Ornchanok Chongsombut, Piyakarn Supanchanaburee, Suthiporn Truktrong — Tue, 30 Sep 2025 00:00:00 +0700

Digital Transformation has become a powerful tool to promote changes across industries all over the world. This comparative study investigates the distinct digital transformation (DX) journeys of Thailand's higher education and energy sectors by examining their organizational strategies and practices. The study followed a sequential, two-phase design. Phase 1 employed a questionnaire-based assessment to determine the digital maturity profiles of candidate organizations; scores were calculated descriptively and served only to identify comparable cases. Phase 2 used qualitative, semi-structured interviews to explore digital transformation practices in depth. Findings show that the higher education sector mainly focuses on supporting the educational experience and operations through the integration of digital technology, whereas the energy sector focuses on improving operational efficiency and adapting to align with future energy trends. This study also shows that both sectors are able to enhance their work efficiency and service quality by implementing digital transformation that aligns with strategic goals and the business environment.

Future-Oriented Strategies for Sustainable Financial Behaviors in Thailand: A Qualitative Policy Perspective

Rewadee Panich, Polthep Poonpol, Thasuk Junprasert — Tue, 30 Sep 2025 00:00:00 +0700

Thailand’s aging society and inadequate pension systems have raised concerns over retirement insecurity, especially among private-sector employees. This qualitative study explores future-oriented strategies to promote sustainable positive financial behaviors (PFB) that enhance financial well-being (FWB) in retirement. The study is based on in-depth interviews with eight key informants, policy experts, academics, and institutional stakeholders, along with secondary data from social media clips. Reflexive thematic analysis, guided by member checks and an audit trail, was used to interpret the data. Findings indicate that negative future orientation stems from rising household debt, income inequality, and the potential depletion of the Social Security Fund. In contrast, positive orientation involves strategies such as fiscal and pension reform, social safety net development, behavioral nudging, health promotion, and long-term care planning. Employers contribute through workplace savings tools and access to financial consultations. At the individual level, self-awareness and discipline are crucial. Integrated, multi-level policies are essential to sustain financial well-being and cope with the challenges of an aged society.

Value Chain Management to Efficiency Development of Aromatic Coconut Farmers in Nakhon Pathom Province

Nathawan Samakachan, Jutamat Srichompu — Tue, 30 Sep 2025 00:00:00 +0700

This research aimed to develop the efficiency of Aromatic Coconut farmers in Nakhon Pathom Province through effective value chain management. A mixed-methods approach was employed. The quantitative component involved 400 farmers selected through stratified random sampling, using a 73-item questionnaire with a reliability coefficient of .967. Data were analyzed using descriptive statistics, t-test, ANOVA, and multiple regression. The qualitative component involved interviews with one group leader and nine experienced farmers selected via purposive sampling, analyzed using content analysis. Results showed that opinions on value chain management were at a high level, while opinions on efficiency development were at the highest level. Four key factors influencing value chain management were identified: service, infrastructure, human resource management, and procurement. The study proposed nine integrated strategies across the value chain: inbound logistics, production, outbound logistics, marketing, service, infrastructure, human resources, technology, and procurement. These approaches aim to strengthen sustainability and add value from upstream to downstream in the Aromatic Coconut industry.

ESG Performance and Audit Fees: A Case of SET 100 Thailand

Suchada Jiamsagul, Waraphorn Sornbandit — Tue, 30 Sep 2025 00:00:00 +0700

At present, the concept of Environmental, Social, and Governance (ESG) has been increasingly adopted as a strategic approach to management, aiming for sustainable growth. This approach influences the audit process and the auditor’s opinion on financial statements, as well as impact audit fee determination. This study investigates the relationship between ESG performance and audit fees among companies listed in the SET100 index of the Stock Exchange of Thailand. Both overall and all dimensions (environmental, social, and governance) were measured using data from the LSEG database. The sample includes 380 firm-year observations over five years from 2019 to 2023.

The analysis employed multiple regression models with fixed effects, using STATA statistical software. The results reveal a statistically significant positive relationship between overall ESG performance and audit fees at the 0.01 level of significance. The analysis also found a positive association between the environmental and social dimensions, significant at the 0.05 level. Additionally, as control variables, firms' size and complexity were found to be positively associated with audit fees at the 0.05 significance level. In summary, the findings suggest that ESG performance influences audit scope, resulting in higher audit fees.