Designing sustainability measurement of a Thai coffee supply chain using axiomatic design and business model canvas

• Perspectives on the applications of sustainability measurement to investigate and analyze coffee supply chain in order to match the market demand. • The tools adapted – Sustainability Measurement (Economics, Environment and Social), Axiomatic design (AD) and Business Model Canvas (BMC). • Potential in determining the relationship of AD in BMC to the measurement of the sustainability perspective. • Entrepreneurs can be able to operate this model to sustain the coffee product in their production planning. Coffee is a vital industrial crop that generates significant economic value across the globe. The poor standard of production management from Thai entrepreneurs has caused significant issues in agricultural planning and the coffee supply chain. This research aims to design a method for measuring the performance of the coffee supply chain using axiomatic design and a business model canvas, and to create a sustainability measurement model for a hill tribe's coffee production in northern Thailand. Axiomatic design (AD) was used to help analyze and design customer requirements. In order to identify the real needs of customers, a business model canvas (BMC) was applied to develop a Thai coffee sustainability measurement model. A developed sustainability measurement model for the Thai coffee supply chain was applied to generate the design of matrices and indicators through economic, environmental, and social indicators. The results showed that the farmers’ profit from sorted cherry coffee could be increased by 77–80 %. The farmers could significantly reduce their reliance on chemical pesticides and fertilizers by up to 65–75 % in coffee plantations, and community participation increases from 60 to 70 % to 80–90 %. According to the methods and management practices described, entrepreneurs could adopt the techniques to run their businesses sustainably and achieve high production efficiency in the future.