Mankeb, Panya
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Preferred name
Mankeb, Panya
Alternative Name
Mankeb, P.
Main Affiliation
Email
panya.ma@kmitl.ac.th
12 results
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Item type:Publication, Factors affecting purchase decisions for organic dried noodles of a community enterprise in Chachoengsao Province, Thailand(2024-03-01); ; The findings demonstrated that the typical potential buyer of organic dried noodles was a female aged 40–50 with a propensity toward online purchases. Interestingly, the primary determinants influencing purchase decisions are found to be product attributes such as trusted quality certifications (e.g., the FDA seal), comprehensive product information detailing benefits or nutritional content, and the credibility and traceability of the brand. These insights offered valuable guidance for businesses, encouraging further development of marketing strategies and product offerings to align with evolving consumer preferences and demands. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Do behavioral and socio-demographic factors determine consumers’ purchase intention towards traceable organic rice? Evidence from Thailand(2022-06-01); ; - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Community enterprise consumers’ intention to purchase organic rice in Thailand: the moderating role of product traceability knowledge(2022-02-23); Purpose: Organic rice forms the largest portion of the Thai organic food market. Because of its increasing popularity, marketers need to better understand consumer behaviour to address emerging concerns regarding product safety and quality and to tailor better marketing strategies relevant to the development of organic rice. As such, this study aims to examine consumers' purchase intention towards organic rice, using traceability information, and to investigate the direct and moderating roles of product traceability knowledge, using the theory of planned behaviour. Design/methodology/approach: Responses were collected from 243 organic rice consumers in a farmers' market in Chachoengsao Province, Thailand, following a convenience sampling approach. The gathered data were analysed using structural equation modelling to evaluate the strength of the relationship between the constructs. Findings: The findings reveal that subjective norms, health consciousness and product traceability knowledge have a significant positive influence on consumers’ intention to purchase organic rice. This study also establishes the moderating role of product traceability knowledge in perceived behavioural control and purchase intention, indicating that elaborated product information through traceability is essential for consumers who feel capable of buying the product. However, the direct effects of attitude and perceived behavioural control are insignificant, indicating the presence of external barriers to the purchase of organic rice, and that people may have a negative attitude towards the product. In addition, the cost perception result reveals that consumers consider price as an indicator of organic product quality, thereby increasing their desirability. Social implications: The findings of this study will help community enterprises in Thailand develop a more effective marketing strategy based on the identified motivators of organic rice purchase intention. Originality/value: This study develops a model that integrates important factors related to organic food consumption to generate a more comprehensive analysis of this mainstream research. To the best of the authors’ knowledge, this is also the first study to investigate the moderating role of product traceability knowledge to obtain a new and more focused understanding of how this factor influences purchase intention when applied explicitly to organic food. Finally, the findings provide theoretical contributions and implications for both the community enterprise and policymakers on developing strategies for organic rice marketing among community enterprises in Thailand. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Determinants of income diversification among farm households in Thailand(2023-05-01); The research finding indicated that the age and education level of the household head, the household size, household members migrating for domestic and overseas work, the amount of household debt in the informal sector, and household members’ access to credit significantly and positively affected income diversification among farm households in Thailand. The household dependency ratio, annual household income per capita, and the household's land size were found to be significantly and negatively associated with income diversification. In contrast, the sex of the household head, the amount of household debt in the formal sector, and the location of residence were not significant factors in determining income diversification. These results indicated specific factors determining income diversification, enabling policymakers to understand household resources, conditions, and social barriers. Such understanding allowed the policymaker to enhance participation in income diversification strategies in an informed and effective way. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Social capital and production risk: examining the association using the case of irrigated rice farms in Northern Thailand(2023-05-01); ; Wongtragoon, U.Results showed that higher perceived social capital in terms of interpersonal trust and network relationships are negatively associated with variability in production. The observed association can be attributed to the social capital capacity for resource generation and networking, which help mitigate potential risks. The study provided evidence of the importance of developing and strengthening the social capital of farming communities in supporting farmers’ risk management. Especially among farmers with less access to information, the farmer’s network facilitated the knowledge-sharing on farming innovations and improved practices. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Determinants influencing the adoption of the windy.com application among large-scale durian farmers’ groups in Rayong Province, Thailand(2026-05-01); ; ; The findings found that farmers who participated in training and utilised the Windy.com application, the majority of participants were male, aged between 51 and 60 years, with a bachelor’s degree and an average household size of 3–4 members. The farmers possessed 1–15 years’ experience in durian cultivation, with farm sizes ranging from 1 to 25 rai. The average durian yield was approximately 1,000–2,000 kilograms per rai, with an average market price of 91–120 Baht per kilogram. Participants demonstrated a high level of knowledge (µ = 81.20) and exhibited a positive attitude towards the Windy.com application (mean = 3.91), with the highest attitude score observed in the content dimension (µ = 4.08). Overall, the adoption of the application was rated as high (µ = 4.09), particularly concerning their intention to use it (µ = 4.23) and perceived usefulness (µ = 4.06). Multiple regression analysis reveals attitude to be the most significant predictor of adoption (β = 0.67, p < 0.01), suggesting that improved attitudes among farmers increased their adoption of the application. Conversely, factors such as farming experience and farm size was significantly influenced adoption (p > 0.05). The results imply that promoting positive attitudes and providing effective training can significantly enhance farmers’ long-term adoption and utilisation of digital applications. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Bonding and bridging social capital towards collective action in participatory irrigation management. Evidence in Chiang Rai Province, Northern Thailand(2022-01-12); - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Production efficiency of aquaculture farm Vannamei white shrimp in Chachoengsao province, Thailand: a stochastic frontier analysis(2025-01-01); ; Cavite, Harry JayAlthough shrimp farmers have expanded their operation and market through government support, their technical efficiency remains in question as they compete with other shrimp farmers in the area. This study investigates the technical efficiency of Vannamei white shrimp farmers and explores the factors affecting their inefficiency using the stochastic production frontier approach. Data were collected from 450 shrimp farmers in Chachoengsao, Thailand. Data were analysed using the stochastic frontier production function. Results showed that technical efficiency level was approximately 87%, implying a potential 13% growth in output if inefficiencies are addressed. Furthermore, farmers who receive training on shrimp farming are more efficient than farmers who do not. Farmers with higher educational attainment are more likely to be efficient implying the importance of providing information access and developing farmers’ technical knowledge on shrimp production. Thus, increased technical knowledge could enable farmers make better decisions and attain higher levels of technical efficiency. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Participatory irrigation management, social capital, and efficiency in rice production. Understanding the linkage in the case of irrigated rice farms in Northern Thailand(2024-06-15); ; Wongtragoon, UnggoonEnforcement of rules to increase farmers' involvement in participatory irrigation management (PIM) has been ineffective given the non-exclusivity nature of surface irrigation. In this study, we investigated the interrelationship of the social capital's role in higher participation in PIM and the effects towards farmers' efficiency using the case of rice farmers in Northern Thailand. We found that higher intention to participate in PIM collective activities is largely driven by the water user's social capital endowments. Farmers' efficiency level is positively associated with PIM participation and the condition of the collective irrigation management. Our findings suggest the importance of complementing current government efforts with policy interventions focusing on strengthening water user groups' social capital, such as improving group cohesion and their capacity for networking in compensating for various impediments faced by farmers. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Knowledge, attitudes, and practices regarding Alternate Wetting and Drying (AWD) rice cultivation among farmers in community enterprise groups for large-scale agriculture in Suphan Buri province, Thailand(2026-01-01);