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Abstract

This study aims to analyse situations and factors that reflect social values of the
Thai Society on health in order to develop effective policy recommendation for health
behavior change by the initiation of çhealthy firsté value.
Data were collected from documents and information from health executives

meetings and the synthesis of participatory observation in policy processes during fiscal
year 2004-2005. The analysis employed qualitative approach in the comparison of the

policies and conceptual framework from various theories.
,
The result shows that most of the health problems are a consequence of peoples
behavior. Magnitude of the problem has extended from individual level into society at
large. This reflects social values, which do not support healthy status.

It is recommended that, while the government has promoted the çhealthy Thailandé
strategy and endorsed it as a national agenda in 2005, it is the opportunity for the Ministry
of Public Health (MOPH) to set goals, strategies and roadmap for attainment of healthy

first value, which will influence health culture and sustainable health promotion develop-
ment in Thailand.

Key Word: health problem, health behavior, healthy first value,

health culture,public policy, holistic social problem solving and
Thailand sustainable development

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