Employing a Transformative Learning Process for Promoting Sustainable Business Model through Organic Agriculture: A Case Study of the Sampran Riverside
Keywords:transformative learning, sustainable business model, organic agriculture, agribusiness, SOOKJAI, Thailand
The recent increasing interest in organically produced food and awareness on the environment and health has induced to the promotion of organic agriculture business and practices throughout the world; as a result, the organic agricultural lands and related businesses are increasing significantly. In response, Asian organic production and business have established themselves in all regions of the world. In Thailand, it has received much importance as a start-up. The researchers selected the Sampran Riverside as a case, which is established on the pillar of traditional and cultural values of Thai society and promoting a successful sustainable business model through organic agriculture. The purpose of this study is to employ a transformative learning process to understand how and why Sampran Riverside and its stakeholder promoted a sustainable business model. The study used transformative learning theory to gain a better understanding (why) and to explain the phenomena (how). Data were collected through five methods, namely: a) direct observation, b) in-depth interview, c) secondary data, d) participating in the settings, and e) mysterious shopping. Fourteen participants were chosen purposefully with a maximum variation. The researchers used thematic analysis of the data and concluded with a SOOKJAI (Thai word) transformative learning process. The process with seven steps was discussed in the paper and recommended further research area. The findings of this study would help both organic agriculture-related businesses and its stakeholders to understand and implement the learning processes.
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