KKBS Journal of Business Administration and Accountancy

Vegan Food Business Under Green Economy Towards Sustainability

Thirawut Saengmaneedech — 2025-08-31

This academic paper aimed to 1. analyze the growth of vegan business as an alternative food in accordance with green economy, which focuses on creating added value through innovation and sustainability, 2. analyze the factors affecting the growth and challenges of the vegan food business, and 3. propose guidelines for developing vegan food business and industry for sustainable growth based on the principles of the green economy and economic, social and environmental benefits. The vegan food market had the opportunity to grow continuously and was expected to increase its market value in the future. Supporting vegan food business and industry to grow in accordance with green economy would help achieve sustainable goals. Based on the analysis, the factors affecting the growth and challenges of vegan food business are (1) consumers’ values, beliefs and attitudes towards vegan food, (2) the trend of Go Green and environment protection and (3) the development of technology and innovation. Vegan food was considered as an alternative food that supported green economy. If consumers, as the main stakeholders, started to consume more vegan food instead of meat in their daily lives, it would help solve greenhouse gases and carbon dioxide emissions caused by livestock processes. Stakeholders should practice the proposed vegan business and industry development guidelines that aligned with the five key principles of the green economy for the sustainable growth of vegan business and industry.

Exploring Motivational Factors that Attract Generation Z Employees from an Organizational Perspective

Chutima Ngamlertpairoj — 2025-08-31

This research investigates the key factors that motivate Generation Z employees from an organizational standpoint through a qualitative approach. To gain deeper insights, in-depth interviews were conducted with ten (10) Human Resource (HR) managers from various Thai organizations using purposive sampling. The collected data were analyzed using content analysis to identify the primary motivational drivers.

Findings reveal that the most critical factor in attracting Generation Z employees is Career Growth, which results from a stepwise progression of interconnected motivators. These foundational motivators include Continuous Upskilling, Compensation & Benefits, Workplace Challenges, Purpose-Driven Work, Flexibility, Recognition & Feedback, Work-Life Balance, and an Inclusive Culture, all of which contribute to long-term career development.

The study recommends that organizations implement a structured, stepwise strategy starting from basic motivational needs before offering career advancement pathways. This approach enhances job satisfaction, reduces turnover rates, and promotes long-term organizational commitment.

Applying the PNI Modified to Assess Tourist Needs Priority for Tourism Components Management

Vilaiporn Yakampom — 2025-08-31

This research aimed to prioritize tourists' needs concerning tourism management components and to analyze the discrepancies between tourists' expectations and the current situation of these components in the Ban Na Wiang Yai Community, Dan Sai District, Loei Province. A sample of 369 tourists visiting the Ban Na Wiang Yai Community and the Phi Ta Khon Mask Museum in Dan Sai District, Loei Province, was selected using convenience sampling. Data were collected via questionnaires. Statistical analyses included percentages, mean, standard deviation, the Modified Priority Needs Index (PNI _Modified), and paired samples t-tests. The findings revealed that English signage was the most pressing need, followed by travel safety management and the availability of sufficient restaurants. A comparison between expectations and the current situation regarding tourism management components showed statistically significant differences across all aspects. The outcomes of this research offer substantial benefits for shaping community tourism development. Specifically, they provide valuable input for relevant government and provincial tourism agencies, assisting them in formulating practical tourism development policies within the area.

Confirmatory Factor Analysis of the Internal Audit Process and Operational Efficiency of Listed Companies on the Stock Exchange of Thailand

Rathiya Songsuk — 2025-08-31

This research on the confirmatory factor analysis (CFA) of the internal audit process and operational efficiency of listed companies on the Stock Exchange of Thailand aims to 1) study and analyze the confirmatory factors of the internal audit process and operational efficiency, and 2) assess the model fit of these confirmatory factors with the empirical data. The sample consisted of 143 internal auditors at the department head level or equivalent. Data were collected using an online questionnaire via Google Forms and analyzed using statistical software. The statistical methods employed included mean, standard deviation, percentage, correlation analysis, and confirmatory factor analysis (CFA). The findings revealed that after adjusting the confirmatory factor model for the internal audit process variables, which included four factors: planning (Plan), action (Act), reporting (Report), and follow-up (Follow), the model achieved a Chi-square value of 126.576, chi-square/df = 2.482, df = 51, p = 0.000, CFI = 0.950, IFI = 0.951, RMR = 0.045, and RMSEA = 0.047. For the operational efficiency variables, which comprised four factors: goal achievement (GOALS), resource acquisition and utilization (RESOURCE), operational processes (OPERATION), and overall satisfaction (SATISFACTION), the model yielded a Chi-square value of 574.842, chi-square/df = 2.377, df = 246, p = 0.000, CFI = 0.937, IFI = 0.938, RMR = 0.036, and RMSEA = 0.044. These results indicate that the confirmatory factor models are well-aligned with the empirical data and provide essential insights for developing policies and operational practices to enhance organizational efficiency.

Effecting of Corporate Governance, the Ownership Structure and the Capital Structure on Earning Quality in the COVID-19 Situation: Case Study of SETHD Group in the Stock Exchange of Thailand

Saranphon Raksaphong — 2025-08-31

This research aims to 1) study the relationship between corporate governance and its impact on earning quality, 2) examine the influence of Ownership Structure on earning quality, and 3) investigate the effect of capital structure on earning quality in COVID-19 situation, using listed companies in the Stock Exchange of Thailand, SETHD group, by collecting data from the website of the Stock Exchange of Thailand between 2019 - 2023, a total of 310 data. Data analysis consists of descriptive statistics, including frequency, percentage, mean, maximum value, minimum value, standard deviation, and hypothesis testing of research through multiple regression analysis. The research findings indicate that 1) governance factors are related to earning quality, where the size of the board of directors has a positive correlation with earning quality when measured by earning persistence and earning smoothness, with statistical significance at the 0.05 level. Meanwhile, the proportion of independent directors has a negative correlation with earning quality when measured by earning smoothness. 2) Shareholder structure is related to earning quality, where a concentrated ownership structure has a positive correlation with earning quality when measured by earning persistence, earning predictability with statistical significance at the 0.01 level, and earning smoothness, with statistical significance at the 0.05 level. In contrast, a dispersed ownership structure has a negative correlation with earning quality when measured by earning persistence, earning predictability with statistical significance at the 0.01 level, and earning smoothness with statistical significance at the 0.05 level. 3) Capital structure has a negative correlation with earning quality when measured by earning persistence, earning predictability with statistical significance at the 0.05 level, and earning smoothness with statistical significance at the 0.01 level.

The Effect of Contemporary Management Accounting on Competitive Advantage through Market Capability as a Mediator

Somkiat Chayprapak — 2025-08-31

The study examines the effects of contemporary management accounting on competitive advantage through market capability as a mediator. The data were collected by using questionnaires from 193 companies listed on the Stock Exchange of Thailand. The hypothesis was tested using a partial least squares structural equation model (PLS-SEM). The results revealed that contemporary management accounting has a direct positive effect on market capability. In addition, market capability plays a role as a full mediator of contemporary management accounting that affects competitive advantage. The results of the research show that contemporary management accounting is important to market capability, which affects the increase of competitive capability of the business.

The affecting of circular economy information disclosure on the corporate financial performance of companies listed on the Stock Exchange of Thailand

Promporn Poowadin — 2025-08-31

This research aims to study the relationship between circular economy disclosure and financial performance, and study the relationship between recycling disclosure, reducing disclosure, and reusing disclosure on financial performance. The sample group used in the research was 373 companies per year, which were sustainable stock companies in the Stock Exchange of Thailand during 2020-2022. The results of the study found that the circular economy disclosure on financial performance led to the understanding that the added value from circular economy disclosure of sustainable stock companies listed in the Stock Exchange of Thailand came from the overall circular economy disclosure, which consisted of recycling information, reducing information, improving information, and reusing information. And from the study of the disclosure of information on the circular economy by separating each component to see how it affects the disclosure of information on the circular economy and the financial performance, it was found that the disclosure of information on the circular economy by separating the 3 sub-components did not significantly affect the financial performance.

Development of a model for environmentally responsible behavior intention

Worrapot Tresuk — 2025-08-31

This research examines the influence of corporate social responsibility on hotel customers’ environmentally responsible behavior, focusing on the mediating roles of perceived value and environmental awareness. Data were collected from 346 hotel customers in Phuket, Thailand, using structured questionnaires and analyzed via partial least squares structural equation modeling (PLS-SEM). The results showed that corporate social responsibility (CSR) has no direct effect on environmentally responsible behavior (ERB) or perceived value. CSR significantly enhances environmental awareness, which fully mediates the CSR-ERB relationship. Perceived value positively influences both environmental awareness and ERB. These results suggest that hotels should integrate corporate social responsibility initiatives with value-driven communication and awareness campaigns to effectively promote sustainable behaviors. The study advances the literature by empirically validating the sequential mediation mechanism in the hospitality context.

The Impact of Intangible Assets, Financial Performance and Stock Prices of Companies Listed on the Stock Exchange of Thailand

Kwanchanok Hannimitkulchai — 2025-08-31

This study aims to examine the relationship between intangible assets and both return on equity (ROE) and stock prices, as well as the role of ROE as a mediating variable between intangible assets and stock prices of companies listed on the Stock Exchange of Thailand. The sample includes 472 companies, totaling 944 observations. Data analysis was conducted using descriptive statistics, Pearson’s correlation coefficient, and multiple regression analysis to test the hypotheses.

The results reveal that intangible assets are positively related to both ROE and stock prices. Additionally, ROE shows a positive relationship with stock prices and serves as a partial mediator between intangible assets and stock prices. These findings provide valuable insights for corporate executives in evaluating the return on investment in intangible assets, formulating effective management strategies, and ensuring appropriate financial disclosures. This, in turn, can enhance investor confidence and strengthen the firm's sustainable competitive advantage.

Tourist Attitudes Towards Online Tourism Marketing Promotion of Phu Pha Man Tourism National Park, Khon Kaen Province

Maythawin Polnyotee — 2025-08-31

This research aimed to 1) analyze tourists' attitudes towards the promotion of tourism marketing through online media of Phu Pha Man National Park, Khon Kaen Province, and 2) propose guidelines for the promotion of marketing through online media of Phu Pha Man National Park, Khon Kaen Province. The quantitative sample consisted of 400 local tourists and the qualitative sample consisted of 3 persons from 2 government officials: the Tourism Authority of Thailand and the National Park officials.

The results indicate that most tourists have a positive attitude toward online marketing due to its quick and convenient information, such as engaging photos and videos. Online marketing helps tourists plan their trips more easily, such as by checking routes and activities. Additionally, reviews from other tourists serve as an essential source of information for decision-making. Interviews focused on using online media to promote tourism, public relations strategies, conservation planning for local resources, and the development of online channels such as Facebook and websites. Collaboration with the private sector and local communities is also suggested to create sustainable tourism activities. The guidelines for promoting online marketing include using social media as the main channel for public relations, such as video reviews, live broadcasts, and using online influencers, as well as developing easy-to-use websites and applications that support multiple languages to attract international tourists.