Journal Issues

Abstract- The transfer of research-based agricultural technologies to farmers remains a major challenge in many developing countries. Although universities and research institutions continuously develop innovations intended to improve agricultural productivity and sustainability, the adoption of these technologies within rural communities remains limited. This gap highlights the importance of intermediary mechanisms that facilitate the translation of scientific knowledge into practical agricultural applications. This study examines the Huaplee OTOP Market in Thailand as a conceptual case of community-embedded technology transfer. Huaplee Market functions not only as a commercial marketplace but also as a community learning platform where farmers, entrepreneurs, and visitors participate in training activities, demonstration programs, and knowledge-sharing networks. These activities create opportunities for agricultural innovations developed by research institutions to be demonstrated and gradually adopted within real farming environments. The study integrates theoretical perspectives from diffusion of innovation, technology transfer, and community innovation literature to develop a conceptual framework explaining how community markets can function as intermediary knowledge platforms. The framework suggests that community learning environments enhance innovation visibility, enable experimentation, and strengthen social trust among farmers, thereby facilitating innovation adoption. The study contributes to the literature by conceptualizing community markets as knowledge transfer platforms that bridge academic research and local agricultural practices. It also highlights the role of OTOP markets in promoting safe agriculture and local economic development.

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