แรงกดดันภายนอกกับการนำนวัตกรรมสีเขียวมาใช้ในวิสาหกิจขนาดกลางและขนาดย่อม (SMEs): บทเรียนจากบริบทประเทศไทย
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การนำนวัตกรรมสีเขียวมาใช้มีความสำคัญมากขึ้นต่อวิสาหกิจขนาดกลางและขนาดย่อม (SMEs) เพื่อรักษาความสามารถในการแข่งขันและรับมือกับความท้าทายด้านความยั่งยืน การศึกษานี้มุ่งวิเคราะห์อิทธิพลของแรงกดดันจากผู้มีส่วนได้ส่วนเสียภายนอก ได้แก่ แรงกดดันจากลูกค้า ภาครัฐ และคู่แข่ง ต่อการนำนวัตกรรมสีเขียวมาใช้ใน SMEs ของไทย โดยเก็บข้อมูลจากผู้บริหารระดับตัดสินใจของ SMEs จำนวน 420 ราย ผ่านแบบสอบถามเชิงโครงสร้าง และทำการวิเคราะห์ด้วยวิธีการถดถอยพหุคูณ ผลการวิจัยชี้ให้เห็นว่าแรงกดดันทั้งสามรูปแบบมีอิทธิพลในเชิงบวกและมีนัยสำคัญต่อการนำนวัตกรรมสีเขียวมาใช้ โดยแรงกดดันจากลูกค้ามีอิทธิพลสูงสุด รองลงมาคือแรงกดดันจากคู่แข่ง ขณะที่แรงกดดันจากภาครัฐมีอิทธิพลน้อยที่สุด แบบจำลองสามารถอธิบายความแปรปรวนได้ร้อยละ 38.9 แสดงถึงพลังการอธิบายในระดับปานกลาง ผลการวิจัยยืนยันทฤษฎีผู้มีส่วนได้ส่วนเสียในบริบทของ SMEs และตอกย้ำบทบาทที่เพิ่มขึ้นของแรงขับเคลื่อนจากตลาดต่อการดำเนินงานด้านความยั่งยืน ข้อเสนอเชิงปฏิบัติแนะนำให้ผู้จัดการใช้แรงกดดันจากลูกค้าและคู่แข่งเพื่อกระตุ้นนวัตกรรม ขณะที่ผู้กำหนดนโยบายควรสนับสนุน SMEs ผ่านกรอบการทำงานที่เอื้อต่อการปฏิบัติและกลไกจูงใจ
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้
ไม่ใช่ความคิดเห็นและความรับผิดชอบของผู้จัดทำ บรรณาธิการ กองบรรณาธิการ และคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี ความรับผิดชอบด้านเนื้อหาและการตรวจร่างบทความแต่ละเรื่องเป็นความคิดเห็นของผู้เขียนบทความแต่ละท่าน
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