Payment for forest ecosystem services (PFES) policy is a prevalent strategy designed to establish a marketplace where users compensate providers for forest ecosystem services. This research endeavours to scrutinise the impact of PFES on households’ perceptions of forest values and their behaviour towards forest conservation, in conjunction with their socio-economic circumstances and their communal involvement in forest management. By incorporating the social-ecological system framework and the theory of human behaviours in environmental conservation, this study employs a structural equations model to analyse the factors influencing individuals’ perceptions and behaviours towards forest conservation. The findings indicate that the payment of PFES significantly increases forest protection behaviour at the household level and has achieved partial success in activating community mechanisms to guide human behaviour towards forest conservation. Furthermore, it has effectively leveraged the role of state-led social organisations to alter local individuals’ perceptions and behaviours towards forest protection.

This research study aims 1) to create a structural equation model for sports sponsorship of halal products in Thailand and 2) to examine the direct and indirect influence of variables that are components of the structural equation model for halal products, specifically in the context of becoming a sports sponsorship for halal products in Thailand. The study focused on a sample group of Thai Muslims interested in watching and following the news and participating in Thai sporting events. The researcher chose a sample size of 400 participants from this population, excluding backup data gathering and data analysis, to ensure the questionnaire’s quality and dependability. The results of the data analysis from the structural equation model created show that it is consistent with empirical data. The results of the statistical hypothesis test reveal that the level of religious adherence and the level of awareness of entering into sponsorship have both direct and indirect influences on consumer attitudes and purchase intentions with statistical significance at 0.01. It can also be identified that if a sponsor increases awareness among Muslim viewers through branding or product presentations in events that feature halal symbols or indicate compliance with religious standards, it will lead to a more positive attitude and higher purchase intentions. This insight can be applied to marketing promotion in administrative regions or countries where the majority of the population is Muslim.