Design thinking to integrate community development and product innovation : case study of a pandan farming collective, Khlong Sam, Pathum Thani

Name: Yi, Yingchhy

keyword: Thailand agribusiness

; Sustainable community development

; Design thinking

; Organic farming

; Pandan product innovation

Abstract: Improving crop productivity and product development in agricultural communities is critical in strengthening their resilience to natural and economic hazards or disruptions. However, a semi-systematic literature review revealed that there is limited research on the linkage between design thinking and community development. Therefore, the objective of this research is to integrate the Double Diamond design thinking theory with community development theory to explore possibilities for new product innovation related to Pandanus amaryllifolius (pandan) with a local pandan farm collective. The Asset-based Community Development framework that builds on community assets and creates connections to mobilize individual assets, associations, and institutions was selected to integrate with the Double Diamond design thinking theory. The project methodology included community workshops with the pandan farmers to explore their visions and capabilities to develop and market new (organic) pandan products. An online survey (n=253) was conducted to better understand consumer perspectives toward organic pandan products. The majority of respondents regarded organic pandan products as healthy and of high quality. Women are more concerned than men about the source of the pandan crop, a higher nutritional value, and environmentally friendly products. Males and females equally rated organic certification as being an important factor in buying with an average score of 4.19 out of 5. In terms of willingness to pay for organic pandan tea versus non-organic pandan tea, 48.6% of respondents would pay the same price of 150 baht per 200g package while 48.3% would pay 50 baht extra for organic. The online survey showed that people do not buy organic pandan products due to a lack of knowledge about organic pandan production and do not know where to buy organic pandan products. These findings suggest an opportunity to develop the right marketing strategy to promote organic pandan products and make them more popular and accessible to consumers. An organic pandan tea product prototype was developed and shared with the pandan farming collective as a type of community focus group. This pandan community focus group would prefer to develop the pandan market through retail and wholesale rather than online. The same group would prefer to market premium pandan tea at 150baht/box of 30 sachets (wholesale) and 200baht (retail)

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Kim, Niel

Role: advisor

Name: Ratchadawan Ngoen-Klan

Role: co-advisor

Created: 2021

Modified: 2023-04-12

Issued: 2023-04-12

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2021.502

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Design, Business and Technology Management

Grantor: Thammasat University

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