EXTERNAL PRESSURES AND GREEN INNOVATION ADOPTION IN SMES: INSIGHTS FROM THE THAI CONTEXT
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Abstract
Green innovation adoption is increasingly vital for small and medium-sized enterprises (SMEs) to remain competitive while addressing sustainability challenges. This study examines the influence of external stakeholder pressures—customer, government, and competitive—on green innovation adoption among SMEs in Thailand. Data were collected from 420 SME decision-makers using a structured questionnaire, and multiple regression analysis was conducted to test the hypothesized relationships. Results indicate that all three pressures significantly and positively affect green innovation adoption, with customer pressure having the strongest effect, followed by competitive pressure, while government pressure was the weakest. The model explained 38.9% of the variance, demonstrating moderate explanatory power. The findings validate stakeholder theory in the SME context and emphasize the increasing role of market-driven forces in shaping sustainability practices. Practical implications suggest that managers should leverage customer and competitive signals, while policymakers should support SMEs through facilitative frameworks and incentive mechanisms.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้ ไม่ใช่ความคิดเห็นและความรับผิดชอบของผู้จัดทำ บรรณาธิการ กองบรรณาธิการ และคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี ความรับผิดชอบด้านเนื้อหาและการตรวจร่างบทความแต่ละเรื่องเป็นความคิดเห็นของผู้เขียนบทความแต่ละท่าน
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