Participation of Stakeholders in Developing Occupational Class and Creating Product Value through Innovation to Strengthen the Grassroots Economy of Nam Phrae Subdistrict, Phrao District, Chiang Mai Province

บทคัดย่อ

This study aimed to (1) promote stakeholder participation in the development of occupational groups using the Community Business Model Canvas (CBMC) to generate income in Nam Phrae Subdistrict; (2) develop occupational groups and enhance product value through community-based innovation; and (3) strengthen the grassroots economy of Nam Phrae Subdistrict using the Bio Circular Green (BCG) Economy model. The sample consisted of 1,000 participants. The research instruments included (1) a structured questionnaire, with data analyzed using descriptive statistics and Structural Equation Modeling (SEM) through AMOS software, and (2) unstructured interviews, analyzed using content analysis.

The findings revealed that the community successfully fostered stakeholder participation in the development of occupational groups, particularly in operational planning through the collaborative development of three CBMC-based business plans: (1) jasmine rice porridge, (2) soybean milk, and (3) dried mango products. In terms of production, community members jointly processed these three products. Regarding marketing, the groups collaboratively calculated costs to determine pricing, identified distribution channels, and developed marketing promotion strategies. The products were distributed through Jing Jai Market and organic markets, and promoted via both online and on-site channels. Furthermore, the BCG Economy model was applied as a strategic framework to strengthen the grassroots economy. The analysis focused on five key variables: (1) participation, (2) occupational group development, (3) innovation, (4) product value creation, and (5) grassroots economic strength. Overall, the sample reported high levels of agreement across all five dimensions.