The MECHANISMS TO ELEVATE MARKET POTENTIAL AND STRENGTHEN A GROUP OF SUSTAINABLE AGRICULTURAL FARMERS IN LAMPHUN PROVINCE TOWARDS SUSTAINABLE SELF-RELIANCE BASED ON MORAL ECONOMY

Abstract

This research article focuses on three objectives: (1) to examine the potential of sustainable agricultural groups in Lamphun Province in managing organic agricultural product markets; (2) to design and develop effective marketing mechanisms to strengthen the marketing capacity of sustainable agricultural groups; and (3) to transfer knowledge and establish networks to enhance the capacity of farmers to achieve sustainable self-reliance based on the moral economy. The study employed a mixed-methods approach, consisting of quantitative research through questionnaires administered to 80 members of sustainable agricultural groups, qualitative research through in-depth interviews with 15 key informants and focus group discussions with community leaders, and action research through participatory workshops designed to develop and transfer knowledge to farmer group members.

          The findings revealed that:

          1.The study of four sustainable organic farming groups in Mueang District, Lamphun Province—namely, Ban Tonphueng–Pakham, Ban Kolung, Ban Muang Tonphueng, and Ban Nong Changkhun—showed that most members were women of working age to elderly, with moderate education and extensive farming experience, reflecting a strong foundation. These groups demonstrated marketing potential, particularly in product management and price negotiation, although limitations remained in technology, capital, and product development.

1. Sustainable agricultural groups in Lamphun exhibited strengths in organic production rooted in local wisdom but lacked marketing skills. Therefore, the research team organized workshops to enhance capacity in areas such as using AI for brand design, planning online marketing, and storytelling through farmers’ experiences. These activities aimed to strengthen community-based organic branding sustainably while promoting product development aligned with consumer demand and expanding market channels.

          3.Knowledge transfer and network building were conducted through two main activities: (1) training youth and students in sustainable organic farming practices, such as composting and the use of herbal pesticides; and (2) planning the establishment of MOUs with partner networks to promote collective production, marketing collaboration, and organic branding based on the principles of the moral economy.