Research on World Agricultural Economy

Strategic Competitiveness of Thai Agricultural Community Enterprises: A Case Study of Cricket-Based Dog Treats

Chonrada Nunti

Faculty of Economics, Chiang Mai University, Chiang Mai 50200, Thailand

Kewalin Somboon

Faculty of Economics, Maejo University, Chiang Mai 50290, Thailand

Varattaya Jangkrajarng

Department of Management and Entrepreneurship, Chiang Mai University Business School, Chiang Mai University, Chiang Mai 50200, Thailand

DOI: https://doi.org/10.36956/rwae.v6i4.2354

Received: 19 June 2025 | Revised: 1 July 2025 | Accepted: 7 July 2025 | Published Online: 11 October 2025

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Abstract

This research examines the capacity of cricket-infused dog treats produced by the Organic Farming Community Enterprise of Ban Mae Tad to establish a competitive advantage and explores the formulation of a sustainable community business model grounded in local engagement. The research aims to assess the product’s market position by examining both strategic objectives and consumer behaviour. Findings indicate that consumers are open to adapting to novel products like insect-based treats, especially when they align with trends in sustainability and health. This growing acceptance has encouraged the community enterprise to diversify its distribution channels, enhancing market accessibility and resulting in increased revenue. This progress supports the broader aim of achieving the United Nations Sustainable Development Goals (SDGs), particularly those related to poverty reduction and economic resilience in rural communities. Moreover, the study applied the Probit model to analyse key factors influencing consumer purchase decisions. The model shows that a one-point increase in the average perception score regarding product attributes boosts the probability of purchase by 55.48 percent. Likewise, a one-point rise in the perceived value of price increases the purchase probability by 60.99 percent. Both results are statistically significant, underscoring the importance of product quality and pricing in shaping consumer choices. Overall, the research highlights the potential for integrating sustainable agricultural practices with innovative product development to enhance local economies. The involvement of the community in business planning ensures long-term viability and aligns with national and global goals for sustainable development and inclusive economic growth.

Keywords: CBMC; Community Enterprise; Competitive Analysis; Probit Model; Dog Treats

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