Abstract

Purpose: Amid the evolving landscape of consumer behaviors and increasing sustainability demands within the agricultural sector, Thailand’s buffalo industry presently lacks the strategic supply chain integration vital for cultivating lasting consumer confidence. This study employs a mixed-methods approach to elucidate the mechanisms linking supply chain management, consumer perception, and the acceptance of buffalo products in developing countries, aiming to inform effective supply chain and market strategies. Design/methodology/approach: Qualitative data were collected through comprehensive interviews with stakeholders throughout the supply chain, including upstream actors such as buffalo farmers, midstream entities such as processors and distributors, and downstream sectors including government agencies, private entities, and policymakers. These insights were integrated with a quantitative analysis of 385 consumers, utilizing Structural Equation Modeling (SEM) to identify determinants that influence consumer acceptance. Findings: The study highlights that institutional collaboration among public, private, and academic sectors is crucial for dynamic supply chain integration. Perceived Consumer Awareness directly influences Trust, which significantly affects buffalo product acceptance, per the Innovation Adoption Theory framework. Originality/value: This research proposes strategic approaches to strengthen supply chain resilience through vertical and horizontal integration, enhancing stakeholder collaboration and efficiency to support innovative policies, effective communication, and value co-creation in Thailand’s growing buffalo industry.