https://so02.tci-thaijo.org/index.php/ijdar <p><strong>International Journal of Development Administration Research</strong></p> <p><strong> </strong></p> <p><strong>Aims and Scope</strong></p> <p>The <em>International Journal of Development Administration Research</em> is dedicated to advancing high-quality scholarly research and fostering rigorous intellectual discourse in the broad and evolving fields of Humanities and Social Sciences. The Journal serves as an international academic platform that supports the dissemination of innovative knowledge, critical perspectives, and interdisciplinary approaches addressing contemporary social, administrative, and developmental issues.</p> <p>The Journal aims to promote excellence in research by publishing contributions that demonstrate strong theoretical grounding, methodological rigor, and analytical depth. It seeks to bridge the gap between theory and practice by encouraging studies that generate meaningful insights for academic advancement, policy development, and practical application in both public and private sectors.</p> <p>In particular, the Journal prioritizes research that contributes to:</p> <ul> <li><strong>Theoretical advancement</strong>, through the development, refinement, or critical evaluation of concepts, frameworks, and paradigms in social and humanistic inquiry</li> <li><strong>Empirical contribution</strong>, through robust qualitative, quantitative, or mixed-methods research that provides evidence-based insights</li> <li><strong>Policy relevance</strong>, by addressing real-world challenges and informing decision-making processes at local, national, regional, or global levels</li> <li><strong>Practical application</strong>, by offering actionable knowledge applicable to governance, administration, management, and development practices</li> </ul> <p>The Journal strongly encourages <strong>interdisciplinary and multidisciplinary research</strong>, recognizing that complex societal challenges require integrated perspectives across disciplines. Submissions that incorporate <strong>comparative, cross-cultural, or transnational approaches</strong> are particularly welcomed, as they enhance understanding of diverse contexts and promote global knowledge exchange.</p> <p> </p> <p><strong>Scope of the Journal</strong></p> <p>The Journal publishes scholarly works across a wide range of thematic areas, including but not limited to:</p> <ol> <li><strong> Development Administration</strong></li> </ol> <p>Research addressing governance, planning, implementation, and evaluation of development policies and programs, particularly in emerging and developing contexts.</p> <ol start="2"> <li><strong> Public Administration and Public Policy</strong></li> </ol> <p>Studies examining public sector management, policy formulation and analysis, institutional performance, and administrative reform.</p> <ol start="3"> <li><strong> Management and Organizational Studies</strong></li> </ol> <p>Research on organizational behavior, leadership, strategic management, human resource development, and institutional dynamics in both public and private sectors.</p> <ol start="4"> <li><strong> Tourism and Service Industry Studies</strong></li> </ol> <p>Studies focusing on tourism development, service management, hospitality industries, and their socio-economic and cultural impacts.</p> <ol start="5"> <li><strong> Critical Theory and Social Thought</strong></li> </ol> <p>Theoretical and philosophical inquiries that critically examine social structures, power relations, ideologies, and cultural dynamics.</p> <ol start="6"> <li><strong> Governance, Sustainability, and Development Studies</strong></li> </ol> <p>Research on sustainable development, environmental governance, social responsibility, and global development challenges.</p> <ol start="7"> <li><strong> Interdisciplinary Research in Humanities and Social Sciences</strong></li> </ol> <p>Innovative studies that integrate multiple disciplines to address complex societal issues and generate new knowledge frameworks.</p> <p> </p> <p><strong>Types of Contributions</strong></p> <p>The Journal welcomes original and unpublished manuscripts that demonstrate:</p> <ul> <li><strong>Methodological rigor</strong>, including clearly defined research design, appropriate data collection and analysis, and reproducibility where applicable</li> <li><strong>Theoretical clarity</strong>, with well-articulated concepts and frameworks</li> <li><strong>Analytical depth</strong>, providing critical interpretation and meaningful discussion of findings</li> <li><strong>Scholarly originality</strong>, contributing new knowledge or perspectives to the field</li> <li><strong>Practical relevance</strong>, offering implications for policy, practice, or future research</li> </ul> <p>Submissions may focus on issues at local, national, regional, or international levels, and the Journal particularly values comparative and transnational studies that contribute to global academic dialogue.</p> <p> </p> <p><strong>Types of Articles Published</strong></p> <p>The journal publishes the following categories of manuscripts:</p> <ol> <li><strong> Research Articles</strong></li> </ol> <p>Full-length original research papers that present novel empirical findings, theoretical contributions, methodological advancements, or significant reinterpretations of existing knowledge. Research articles must demonstrate a clear research design, robust methodology, critical engagement with relevant literature, and well-supported conclusions.</p> <ol start="2"> <li><strong> Academic Articles</strong></li> </ol> <p>Scholarly contributions that provide conceptual frameworks, theoretical syntheses, critical analyses, or systematic reviews of literature. These articles should offer substantial intellectual contributions and advance scholarly debates within the relevant field.</p> <p>All submissions must adhere to internationally recognized academic standards and ethical research practices.</p> <p> </p> <p><strong>Objectives</strong></p> <p>The journal pursues the following objectives:</p> <ol> <li>To disseminate high-quality, peer-reviewed academic research from scholars, researchers, and graduate students both within and outside the institution.</li> <li>To promote academic excellence and strengthen research capacity by providing a credible and internationally oriented publication platform.</li> <li>To foster interdisciplinary dialogue and intellectual collaboration among scholars in the Humanities and Social Sciences.</li> <li>To contribute to evidence-based policymaking, sustainable development, and societal advancement through the publication of research with practical and policy implications.</li> <li>To enhance the international visibility and academic impact of research conducted in the region and beyond.</li> </ol> <p> </p> <p><strong>Publication Frequency</strong></p> <p>Beginning in 2026, the journal will be published according to the following schedule:</p> <ul> <li> <p><strong>Issue 1: January–March</strong></p> </li> <li> <p><strong>Issue 2: April–June</strong></p> </li> <li> <p><strong>Issue 3: July–September</strong></p> </li> <li> <p><strong>Issue 4: October–December</strong></p> </li> </ul> <p>The journal maintains a consistent publication schedule to ensure reliability, academic continuity, and compliance with recognized indexing standards.</p> <p> </p> <p><strong>Peer Review Policy</strong></p> <p>All manuscripts submitted to the journal are subject to a rigorous, transparent, and ethical editorial and peer-review process to ensure academic quality, originality, methodological soundness, and compliance with publication ethics. The journal applies a <strong>double-blind peer review</strong> model to uphold impartiality and fairness, whereby the identities of both authors and reviewers are strictly concealed throughout the review process.</p> <ol> <li><strong> Editorial Screening (Initial Assessment)</strong></li> </ol> <p>Upon submission, each manuscript is first evaluated by the Editorial Board through an initial screening process. This stage aims to determine whether the manuscript is suitable to proceed to external peer review. The Editorial Board assesses the following:</p> <ul> <li><strong>Relevance to the journal’s aims and scope</strong></li> <li><strong>Compliance with author guidelines</strong> (format, structure, referencing style, completeness of required sections)</li> <li><strong>Academic merit and clarity</strong> (research focus, contribution, logical coherence, language quality sufficient for review)</li> <li><strong>Ethical compliance</strong> (research ethics, consent where applicable, proper citation, avoidance of harmful or discriminatory content)</li> <li><strong>Originality assurance</strong> including preliminary checks for duplication or overlap</li> </ul> <p>Manuscripts that do not meet the journal’s basic requirements may be returned to authors for technical correction or rejected at this stage to ensure efficient and responsible use of reviewer resources.</p> <ol start="2"> <li><strong> Plagiarism and Similarity Screening</strong></li> </ol> <p>To safeguard academic integrity, the journal may screen submissions using plagiarism and similarity detection tools. Where concerns arise, the Editorial Board may:</p> <ul> <li>request clarification or revision from the author(s),</li> <li>reject the manuscript due to unethical overlap, or</li> <li>proceed with caution when overlap is legitimate and appropriately cited (e.g., methods descriptions), depending on editorial judgment.</li> </ul> <ol start="3"> <li><strong> Double-Blind Peer Review Process</strong></li> </ol> <p>Manuscripts that pass the initial screening are sent for external evaluation by <strong>at least two independent reviewers</strong> who possess relevant expertise in the manuscript’s subject area and methodology. The journal follows a double-blind process:</p> <ul> <li>Reviewers do not know the identity of the author(s).</li> <li>Author(s) do not know the identity of the reviewers.</li> </ul> <p>This ensures evaluations are based solely on academic merit, without bias related to affiliation, nationality, seniority, gender, or personal relationships.</p> <p><strong>Reviewer Selection and Independence</strong></p> <p>Reviewers are selected based on:</p> <ul> <li>disciplinary expertise and research experience,</li> <li>suitability to evaluate the manuscript’s methodology and scope, and</li> <li>absence of conflicts of interest.</li> </ul> <p>Reviewers must declare potential conflicts of interest (e.g., collaboration, institutional ties, personal relationships, financial interests). If a conflict exists, the reviewer must decline the assignment.</p> <ol start="4"> <li><strong> Review Criteria</strong></li> </ol> <p>Reviewers are requested to provide constructive, evidence-based feedback and recommendations. Core evaluation criteria typically include:</p> <ul> <li><strong>Originality and contribution to knowledge</strong></li> <li><strong>Relevance to the journal’s scope and audience</strong></li> <li><strong>Theoretical grounding and conceptual clarity</strong></li> <li><strong>Methodological rigor and appropriateness</strong> (design, sampling, instruments, validity/reliability or trustworthiness, analysis procedures)</li> <li><strong>Quality of data analysis and interpretation</strong></li> <li><strong>Strength of discussion and implications</strong> (academic, policy, practical relevance)</li> <li><strong>Quality of presentation</strong> (structure, clarity, referencing accuracy, ethical reporting)</li> </ul> <ol start="5"> <li><strong> Review Outcomes and Editorial Decisions</strong></li> </ol> <p>Based on reviewers’ reports and the Editorial Board’s assessment, a manuscript may receive one of the following decisions:</p> <ol> <li><strong>Accept</strong> (rare at first round)</li> <li><strong>Minor Revision</strong> (acceptance likely after small corrections)</li> <li><strong>Major Revision</strong> (substantial changes required; re-review may be needed)</li> <li><strong>Reject</strong> (insufficient quality, scope mismatch, or major methodological/ethical concerns)</li> </ol> <p>The final decision rests with the Editorial Board. The journal may appoint additional reviewers in special cases, such as:</p> <ul> <li>when reviewer recommendations significantly diverge,</li> <li>when specialized expertise is required, or</li> <li>when ethical or methodological concerns require further assessment.</li> </ul> <ol start="6"> <li><strong> Revision Process</strong></li> </ol> <p>When revisions are requested, authors must:</p> <ul> <li>respond to each reviewer comment systematically,</li> <li>submit a revised manuscript with clear tracked changes (where applicable), and</li> <li>provide a response letter explaining how each issue was addressed or justified.</li> </ul> <p>For major revisions, the revised manuscript may be returned to the original reviewers for re-evaluation to confirm that concerns have been adequately resolved.</p> <ol start="7"> <li><strong> Confidentiality and Ethical Conduct</strong></li> </ol> <p>All submitted manuscripts and review communications are treated as confidential. Manuscripts are shared only with individuals directly involved in editorial management and peer review. Reviewers are prohibited from:</p> <ul> <li>sharing the manuscript with others without permission,</li> <li>using unpublished content for personal advantage, or</li> <li>copying or distributing any part of the manuscript.</li> </ul> <p>Editors and reviewers must maintain professionalism and avoid discriminatory, inappropriate, or personal remarks in the review process.</p> <ol start="8"> <li><strong> Originality and Exclusive Submission</strong></li> </ol> <p>The journal accepts only manuscripts that are:</p> <ul> <li><strong>original</strong>, not previously published in any form that constitutes prior publication, and</li> <li><strong>not under consideration</strong> by another journal at the time of submission.</li> </ul> <p>Authors are required to confirm exclusivity and originality at submission. Failure to comply may result in rejection and may be treated as ethical misconduct.</p> <ol start="9"> <li><strong> Editorial Rights and Publication Scheduling</strong></li> </ol> <p>The Editorial Board reserves the right to:</p> <ul> <li>request editorial revisions for clarity, format, or consistency,</li> <li>make minor editorial adjustments that do not affect scholarly content, and</li> <li>determine the order and timing of publication based on academic merit, thematic fit, review outcomes, and editorial priorities.</li> </ul> <p> </p> <p><strong>Publication Ethics</strong></p> <p>The journal upholds strict publication ethics in accordance with internationally recognized standards for academic publishing. Authors are expected to ensure originality, proper citation, transparency in data reporting, and disclosure of any potential conflicts of interest. Any form of plagiarism, data fabrication, falsification, or unethical research conduct will result in immediate rejection or retraction.</p> <p>Reviewers are required to conduct objective, confidential, and constructive evaluations. Editors are responsible for ensuring fairness, transparency, and integrity throughout the editorial process.</p> <p> </p> <p><strong>Article Processing Fee</strong></p> <p>Upon formal acceptance of a manuscript for publication, authors are required to pay an Article Processing Charge (APC) of <strong>6,000 Thai Baht (Six Thousand Baht) per article</strong>. The fee is charged only after the manuscript has successfully completed the peer-review process and has been officially accepted by the Editorial Board.</p> <p><strong>Payment Details:</strong></p> <p>Kasikorn Bank (KBank), Thailand<br />Account Number: 250-2-75039-1</p> <p>Authors must upload proof of payment (e.g., transfer slip or transaction confirmation screenshot) through the designated submission or discussion system on the journal’s website.</p> <p> </p> Suan Sunandha Rajabhat University en-US International Journal of Development Administration Research 2730-3063 <p> </p> <p><strong>License Terms</strong></p> <p>All articles published in this journal are licensed under the <strong>Creative Commons Attribution–NonCommercial–NoDerivatives 4.0 International License (CC BY-NC-ND 4.0).</strong></p> <p>Under this license, users are permitted to:</p> <ul> <li><strong>Share</strong> — copy and redistribute the material in any medium or format.</li> </ul> <p>Under the following conditions:</p> <ol> <li><strong> Attribution (BY)</strong></li> </ol> <p>Users must give appropriate credit to the author(s) and the journal, provide a link to the license, and indicate if any changes were made. Attribution must not suggest endorsement by the author(s) or the journal.</p> <ol start="2"> <li><strong> NonCommercial (NC)</strong></li> </ol> <p>The material may not be used for commercial purposes. Any use primarily intended for or directed toward commercial advantage or monetary compensation is prohibited without prior written permission from the copyright holder.</p> <ol start="3"> <li><strong> NoDerivatives (ND)</strong></li> </ol> <p>If users remix, transform, translate, adapt, or build upon the material, they may not distribute the modified material. The work must be shared in its original and unaltered form.</p> <p>This license ensures that published works remain freely accessible to the academic community and the public, while protecting the integrity of the original research and the rights of the author(s).</p> <p>For the full legal code of this license, please visit:<br /><a href="https://creativecommons.org/licenses/by-nc-nd/4.0/">https://creativecommons.org/licenses/by-nc-nd/4.0/</a></p> <p> </p> https://so02.tci-thaijo.org/index.php/ijdar/article/view/282995 <p> This study examines the legal measures for protecting the right to privacy in Thailand and compares them with international and foreign frameworks to identify pathways for legal reform. Using a doctrinal and comparative legal research design, the study analyzes constitutional provisions, statutory instruments, judicial precedents, and scholarly interpretations. Primary sources include the Constitution of the Kingdom of Thailand, the Personal Data Protection Act B.E. 2562 (2019), and relevant provisions of the Civil and Commercial Code and Criminal Code, alongside international instruments such as the UDHR (1948) and ICCPR (1966). Secondary data from peer-reviewed journals and authoritative commentaries supplement the analysis. The findings reveal that Thailand’s legal framework for privacy protection remains fragmented, reactive, and inconsistently enforced. While constitutional guarantees affirm the right to privacy, their implementation lacks coherence and judicial depth. The Personal Data Protection Act represents progress toward compliance with global norms, yet its enforcement mechanisms and institutional independence remain weak. Comparatively, France and the European Union demonstrate more robust protection through centralized regulatory authorities and enforceable remedies, while the United States provides practical models of sectoral and judicial safeguards. The study concludes that Thailand must codify a unified Privacy and Data Protection Code, strengthen the independence of the Personal Data Protection Committee, and integrate proportionality tests in adjudication to balance privacy with competing rights. Comprehensive legislative and institutional reform supported by judicial innovation and public education is essential for aligning Thailand’s privacy protection with international human rights standards and ensuring effective, rights-based enforcement in the digital era.</p> Chansom Chanin Kajornatthapol Pongwiritthon Jeeranan Teerapaporn Copyright (c) 2026 International Journal of Development Administration Research https://creativecommons.org/licenses/by-nc-nd/4.0 2026-03-31 2026-03-31 9 1 1 10 https://so02.tci-thaijo.org/index.php/ijdar/article/view/283964 <p>The objectives of this study are to 1) To study the current situation of the health of students in Guangxi Electrical Polytechnic Institute, and 2) To propose the student health promotion guidelines for Guangxi Electrical Polytechnic Institute. The sample group consisted of 377 in service student from seven colleges at Guangxi Electrical Polytechnic Institute. The research tool is a questionnaire for data collection, and the reliability of the questionnaire is 0.94. The statistics used for data analysis included percentage, frequency, mean, standard deviation, and content analysis. The research results found that: 1) The overall level of health of students at Guangxi Electrical Polytechnic Institute is relatively high. 2. Analyze the current status of student health promotion on the following five dimensions: 1) Physical health, 2) Mental health, 3) Preventive Health Behaviors, 4) Stress Management, and 5) Balanced Nutrition. This study proposes guidelines for student health promotion.</p> Feng Yang Pong Horadal Nuttamon Punchatree Copyright (c) 2026 International Journal of Development Administration Research https://creativecommons.org/licenses/by-nc-nd/4.0 2026-03-31 2026-03-31 9 1 11 20 https://so02.tci-thaijo.org/index.php/ijdar/article/view/283830 <p>In the context of post-pandemic tourism recovery and the shifting preferences of quality-oriented travelers during 2023–2024, this study examines the influence of marketing mix factors on tourists’ decision-making behavior in Nan Province, Thailand. Nan is increasingly recognized for its distinctive cultural heritage, tranquil slow-life atmosphere, and well-preserved natural environment, making it an appropriate setting for analyzing contemporary travel motivations. The study aims to (1) identify key elements of the marketing mix that shape tourists’ travel decisions and (2) compare the effects of these factors across demographic groups defined by gender, age, educational attainment, occupation, and monthly income. Data were collected from 400 domestic and international tourists who visited Nan Province between late 2023 and early 2024 using a structured questionnaire. The analysis employed descriptive statistics, independent-sample t-tests, one-way ANOVA, and multiple linear regression. The results indicate that overall marketing mix factors were perceived as highly important in influencing travel decisions. Among these, physical evidence, people, and distribution channels emerged as the most influential components. Physical evidence, such as preserved heritage sites, authentic local products, and immersive cultural experiences, received the highest ratings, reflecting tourists’ strong preference for authenticity and experiential value consistent with current cultural tourism trends. Conversely, price was identified as the least influential factor, suggesting that visitors to Nan Province prioritize quality, uniqueness, and meaningful experiences over cost considerations. Tourists also reported a high intention to revisit and recommend the destination, with word-of-mouth communication playing a critical role in destination promotion in the digital era. Significant differences in decision-making behavior were found across age, education, occupation, and income groups, while gender showed no statistically significant effect. Regression analysis revealed that only the process component, particularly service efficiency related to online booking systems, transportation coordination, and responsive customer service, had a significant positive effect on decision-making behavior (p &lt; 0.05), explaining 8% of the variance. These findings suggest that tourism stakeholders in Nan Province should prioritize efficient service processes, maintain high-quality physical environments, and invest in skilled tourism personnel to enhance satisfaction, loyalty, and destination advocacy. Future research should expand this framework to other provincial destinations and incorporate digital marketing dynamics, sustainability practices, and community-based tourism experiences.</p> Pariyanuch Aimsiriwong Noppol Phromrak Kajornatthapol Pongwiritthon Jeeranan Teerapaporn Copyright (c) 2026 International Journal of Development Administration Research https://creativecommons.org/licenses/by-nc-nd/4.0 2026-03-31 2026-03-31 9 1 21 32 https://so02.tci-thaijo.org/index.php/ijdar/article/view/284802 <p>Investment scams have become one of the most financially damaging forms of cyber-enabled fraud in Thailand and across Southeast Asia. Much of the available evidence is survey- or administrative-data driven (e.g., Kraiwanit, 2025), which is well suited to estimating prevalence and correlates but less able to reconstruct the psychological mechanisms and interactional scripts that sustain victim commitment during the offence. This qualitative case study addresses that gap by examining (i) how perpetrators orchestrate investment deception, (ii) why individuals become victims, (iii) the multi-dimensional impacts of victimization, and (iv) practical prevention measures at individual, platform, banking, and policy levels. Using purposive sampling, we conducted in-depth semi-structured interviews with 27 key informants: 17 victim-survivors, 5 officials/scholars involved in victim assistance and prevention, and 5 individuals who reported participation in scam operations. The analysis indicates a staged scam lifecycle: exposure and grooming on social platforms; credibility engineering via ‘team leader’ narratives, testimonials, and simulated returns; onboarding to controlled apps or web platforms; escalation through top-up pressure and borrowing; and lock-in via withdrawal blocks, fabricated fees, and threats. Risk factors cluster around low investment and digital literacy, social proof from acquaintances, persuasive legitimacy cues, and time-pressure tactics that amplify fear of missing out. Impacts extend beyond financial loss to indebtedness, psychological distress, family conflict, and erosion of trust in digital services. Building on these findings and recent international evidence on industrial-scale scam centres in Southeast Asia (e.g., UNODC, 2025), we propose an integrated prevention framework with four core components: (1) recognition through scenario- and script-based education (‘cyber vaccine’); (2) containment through platform verification, advertising controls, and rapid takedown of repeat recruitment accounts; (3) transactional friction through risk-scored banking safeguards (e.g., step-up verification and cooling-off delays) at high-risk transfer moments; and (4) rapid response through simplified reporting, fast freezing/recall protocols, and victim-support pathways (Akesson et al., 2023; Global Anti-Scam Alliance &amp; Feedzai, 2024; INTERPOL, 2025; Payment Systems Regulator, 2025; UNODC, 2025).</p> Teera Kulsawat Tanapol Kortana Copyright (c) 2026 International Journal of Development Administration Research https://creativecommons.org/licenses/by-nc-nd/4.0 2026-03-31 2026-03-31 9 1 33 50 https://so02.tci-thaijo.org/index.php/ijdar/article/view/285498 <p class="TableParagraph" style="margin-left: 2.5pt; text-align: justify; text-justify: inter-cluster; tab-stops: 1.0cm 42.55pt 2.0cm 70.9pt 3.0cm;"><span style="font-size: 10.0pt;">This study analyzes tourism management at Phu Phrabat Historical Park in relation to its World Heritage designation, investigating the associated potential and problems. The research seeks to: (1) examine the beneficial and detrimental effects of World Heritage designation on local communities and the site's tourism potential; (2) evaluate the importance of Phu Phrabat Historical Park as a World Cultural Heritage site; and (3) recommend strategies for tourism development and area management in the surrounding context. A mixed-methods approach was utilized, integrating documentary research, site surveys, participant observation, questionnaire surveys, and comprehensive interviews with principal players from the public sector, commercial sector, local communities, tourism-related enterprises, and visitors. The results show that Phu Phrabat Historical Park has great cultural and landscape value. This is because people have long interacted with the natural world there, and it is an important cultural landscape in Southeast Asia. World Heritage listing also makes it harder to manage issues such as conservation, visitor pressure, land-use restrictions, infrastructure development, and community involvement. The report stresses that for Phu Phrabat to have sustainable tourist management, international, national, and local stakeholders must work together. This includes planning that involves everyone, good methods to safeguard history, and fair sharing of the advantages of tourism. These results offer pragmatic direction for enhancing long-term heritage management and fostering sustainable tourism growth at World Heritage sites.</span></p> Thanadol Armartpon William Chapman Tippawan Tangpoonsupsiri Copyright (c) 2026 International Journal of Development Administration Research https://creativecommons.org/licenses/by-nc-nd/4.0 2026-03-31 2026-03-31 9 1 51 64 https://so02.tci-thaijo.org/index.php/ijdar/article/view/279508 <p>This study analyzes the development of private label (PL) brands and the growing incorporation of sustainability principles in Thailand's retail industry. Traditionally regarded as inexpensive substitutes for national brands, private labels have evolved into strategically distinct products marked by superior quality, innovation, and brand equity. This article conducts an analysis of the primary factors facilitating this change, based on an extensive review of academic literature, industry reports, and empirical data, including regulatory frameworks, evolving consumer behavior, and innovations in supply chain processes. Special emphasis is placed on the Thai retail environment as an emerging market, where sustainability has increasingly become a vital element of private label strategy. The results indicate that although consumer awareness of sustainability is increasing, real purchase behavior is limited by reasons including price sensitivity, perceived risk, and skepticism regarding sustainability assertions. The study highlights the importance of institutional support, technical innovation, and collaborative supply chain networks in advancing the creation of sustainable private label companies. This report enhances the literature by offering a comprehensive perspective on the various elements influencing sustained private label development in emerging economies. It also suggests avenues for future research, namely in examining culturally distinct consumption habits, the urban-rural split, and the impact of developing technology on improving transparency and customer participation. The report highlights sustainability as a vital strategic differentiation for private label businesses in Thailand's changing retail environment.</p> Thittapong Daengrasmisopon Copyright (c) 2026 International Journal of Development Administration Research https://creativecommons.org/licenses/by-nc-nd/4.0 2026-03-31 2026-03-31 9 1 65 70