The Influence of Innovation on Sustainability of Healthy Food Business in Thailand

This research aims to study the factors influencing the sustainable performance of health food businesses in Thailand and to propose a sustainable performance model for these businesses. The sample group consisted of 260 health food business operators in Thailand. The research instrument was a questionnaire. Data were collected using a questionnaire and analyzed using partial least squares structural equation modeling (PLS-SEM). The findings revealed that innovation, service quality, and competitive advantage had direct effects on sustainability. In addition, innovation was found to have indirect effects on sustainability through service quality and competitive advantage as mediating variables. When innovation, service quality, and competitive advantage were jointly considered, the model explained 60.7% of the variance in sustainability (R2 = 0.607). The results indicate that innovation serves as a fundamental driver that enhances service quality and competitive advantage, which subsequently contribute to sustainable performance. This research provides policy and practical implications for enhancing innovation and service quality, enabling businesses to achieve competitive advantage, respond effectively to the diversity of the food business sector, and promote continuous development toward sustainable future operations.