A Study on People s Sustainability of Quality of Life in Accordance with Philosophy of Sufficiency Economy in Aomkoi District, Chiang Mai, Thailand

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1 Journal of Marketing and Management, 6 (2), 1-10, Nov A Study on People s Sustainability of Quality of Life in Accordance with Philosophy of Sufficiency Economy in Aomkoi District, Chiang Mai, Thailand Jukkaphong Poung-ngamchuen Faculty of Agricultural Production, Maejo University, Thailand jukkaphong.mju@gmail.com Savichaya Supa-udomlerk Trirat School of Tourism Development, Maejo University, Thailand nutty291@hotmail.com Nisachon Leerattanakorn Faculty of Economic, Maejo University, Thailand nisa_aom@yahoo.com Abstract This study aimed to investigate the sufficiency economy condition, supplementary factors, and people s quality of life in Aomkoi District, Chiang Mai, Thailand. People s sustainability of life quality through philosophy of sufficiency economy model was also constructed. Data were collected via interview administered with 587 local people in 3 sub-district of Aomkoi District. Obtained data were analyzed by using descriptive and inferential statistic. Also, focus group discussion, in-depth interview, and Participatory Learning Appraisal (PLA) techniques were done. The results revealed that, most of the informants had a high level of sufficiency economy condition in terms of the four requisites of life. They also had a high level of access to natural resources and environment as well as the application of sufficiency economy philosophy. For supplementary factors, it was found that the informants had a high level of knowledge, understanding and attitudes towards the sufficiency economy. Moreover, 16 of independent variables found to have a relationship with quality of life. Those variables could be constructed as a model for developing quality of life in accordance with the concept of sufficiency economy philosophy. Keywords: Quality of Life (QOL), Sufficiency Economy Philosophy, Sustainability Introduction The 9 th -11 th National Economic and Social Development Plans revealed vision of the country development on quality social development. This placed the importance of balance, adequacy, and smart people with code of conduct, and self-reliance (Office of the National Economic and Social Development Board: ONESDB, 2006). While Thailand is aimed to develop the country s economy and prepared social order, the family institution which plays vital role towards quality of life development of an individual have not been overlook. Thus, the community must adjust its paradigm on moderate livelihoods with reasonableness to build self-immunity for the strong community. This conforms to the policy and direction of the country administration and development on the basis of the sufficiency economy principle in accordance with the Royal Initiatives (Prime Minister s Office, 2005) Sufficiency Economy is a philosophy placing the importance of proper livelihoods (middle path) and self-practices of people in the country of all level, from the family to the community (ONESDB, 2004). Office of the National Economic and Social Development Board applies the

2 Journal of Marketing and Management, 6 (2), 1-10, Nov philosophy of sufficiency economy to be a guideline for the determination of policies, planning, and project implementation. That is, human resource is the center for sustainable development with balance in economy, society, polities, and environment for happiness and self-reliance (The Chaipattana Foundation, 2005). This research is a study on quality of life of households in Aomkoi district, Chiang Mai province. After the philosophy of sufficiency economy was employed as a guideline for earning a living there by The Community Development Department (a pilot project on the sufficiency economy village), there was the establishment of the sufficiency economy settlement by the Agricultural Land Reform Office (ALRO) to steer and adjust lifestyle of local people in accordance with the concept of sufficiency economy philosophy. Aomkoi district is an area for outcome expansion of The Royal Project Foundation and royal projects under the patronage of Queen Sirikit. It aims to investigate economic conditions, minor factors, level of quality of life, and factors effecting increased quality of life used for the determination of sustainable quality of life model in accordance with the philosophy of sufficiency economy. This can be adopted as a guideline for the development of quality of life of people in other areas. Literature Review Quality of Life Quality of life (QOL) is a multi-level and amorphous concept, and is popular as an endpoint in the evaluation of public policy. While the main domains of quality of life identified in the literature are relevant to all ages, these can vary in priority among people in different age groups (Bowling, 1995a, 1995b). But the wider research community has accepted no definitive theoretical framework of quality of life, and no single research framework has been utilized in its investigation. Thus, despite a plethora of research on a wide range of objective and subjective indicators of QOL, there is no widely accepted or supported theory or measurement instrument of quality of life. Quality of life has been defined in macro and micro terms (Rosenberg, 1992; Bowling, 1995a; 1995b; 1996; Bowling and Windsor, 2001). The former includes income, employment, housing, education, other living and environmental circumstances. The latter includes perceptions of overall quality of life, individual s experiences and values, and has included related, proxy indicators such as well-being, happiness and life satisfaction. Models of quality of life are also not consistent, ranging from needs based approaches derived from Maslow (1954; 1968) hierarchy of human needs to classic models based solely on psychological well-being, happiness, morale, life satisfaction (Andrews, 1986; Andrews and Withey, 1976; Larson, 1978), social expectations (Calman,1984) or the individual s unique perceptions (O.Boyle,1997). Quality of life is thus a complex collection of interacting objective and subjective dimensions (Lawton, 1991). This research provides norms and quality of life measurement based on 6 aspects: 1) health and sanitary, 2) housing and safety, 3) education, 4) incomes and job opportunity, 5) family value, and 6) life in the society and community. These are adopted from quality of life measurement form of UNDP, Thailand (Division of Social Development and human Security, 2005) and WHOQOL-BREF- THAI (Mahatnirunkul, 1997) Concepts about the Philosophy of Sufficiency Economy

3 Journal of Marketing and Management, 6 (2), 1-10, Nov Sufficiency Economy is the philosophy initiated by His Majesty King Bhumibol before the economic crisis in the country. It points out a guideline for proper livelihoods of people of all levels - from the family to community, and country. The country administration and development are in the middle path; particularly on economic development in order to cope with the current world progress (Division of Socio-Economic and Environmental Development, 2011; Department of Provincial Administration, 1998; Jitsanguan and et.al, 2008). The philosophy of sufficiency economy comprises 3 main components: 1) moderation, 2) reasonableness, and 3) good immunity. The condition of decision-making and various activity operations at a moderate level must rely on knowledge and righteousness (Office of the Royal Development Project, 2007). It can be concluded that sufficiency economy is the economy in the form of relative self-sufficiency in which self-economy must be well built first. That is, an individual must have enough food, not only to build progress and increased economic status. Quality of Life Theory in Accordance with the Philosophy of Sufficiency Economy Quality of life theory in accordance with the philosophy of sufficiency economy can be referred to the process of man development in terms of moderation, reasonableness, and good immunity. This aims to make them be able to manage resources for livelihoods based on self-reliance and helping one another of people in the community as well as concerned networks. This will lead to methods and goals of moderation, balance, and sustainability of resource using for happy livelihoods (Figure 1). This theory is developed by Professor Nawachinda (2006) of Kasetsart University, Thailand. Sufficiency Economy Man development Resources development Methods and goals of resource using Obtaining needed responsiveness which is beneficial to body and mind Good body and mental health Satisfaction Quality of Life Figure 1 Conceptual framework of QOL in accordance with the theoretical sufficiency economy philosophy This theoretical framework is an empirical framework which can be applied to various development projects (Nawachinda and Piromthamsiri, 1988; Nawachinda and Lusanun, 2000; Nawachinda, 2006). That is, man had spiritual needs or spiritual responsiveness and physical needs or physical responsiveness. This is through participation process for social economic and environmental condition development. It eventually, leads to good mind and body health or good quality of life (Figure 2).

4 Journal of Marketing and Management, 6 (2), 1-10, Nov Spiritual needs Obtaining responsiveness which is beneficial to spirit or mind Good mental health Participation in the development of environmental condition on economic and social aspects Satisfaction Quality of life Physical needs Obtaining responsiveness which is beneficial to the body Good body health Figure 2 Empirical frameworks for the development of QOL Methodology This research is the combination of qualitative and quantitative research methodology. Locale of the study consisted of 3 sub-districts in Aomkoi district, Chiang Mai, Thailand. The sample group in this study consists of 587 out of 1,230 households obtained by Slovin s formula (Gintingsugihen, 1993) and simple random sampling (family head of each household). Data were collected by using a set of interview schedules. This includes 1) economic condition - the four requisites of life, resources utilization, and application of sufficiency economy to livelihoods; 2) supplementary factors - knowledge and understanding of the philosophy of sufficiency economy (true or false questions) and attitudes toward the philosophy of sufficiency economy; and 3) level of quality of life based on the 6 aspects adapted from the quality of life measurement form of UNDB, Thailand and WHOQOL-BREF-THAI. The attitudes and level of quality of life were classified into 5 levels as lowest, low, moderate, high, and highest. Then it was interpreted into 3 levels as high score , moderate score , and low score respectively. Besides, Participatory Learning Appraisal (PLA) technique was also employed in order to obtain ideas of the communities through two-way-communication (in-depth interview and focus group discussion). Obtained data were analyzed by using descriptive and inferential statistics, and content analysis. Also public hearing venue was held among the public, concerned government agencies, and the team of researchers. Derived data were synthesized to be a sustainable quality of life model in accordance with the philosophy of sufficiency economy. Results of the Study Fundamental Data of the Informants Findings showed that more than one-half (54.34%) of the informants were male and 36 years old on average, about one-half (49.40%) were single and percent were bachelor s degree holders. The informants had 3 family members on average. Their main and supplementary occupations were horticulture and business with an average monthly income for 26, and 4,250 baht respectively. In addition, less than one-half (42.20%) of the informants preferred to use their own capital and only 5.11 percent got a loan from the Bank for Agriculture and Agricultural

5 Journal of Marketing and Management, 6 (2), 1-10, Nov Cooperatives (BAAC). They had a biggest sum of debts from loaning for 336, baht but they had savings for 30, baht on average. Most of them (83.82%) perceived news or information about sufficiency economy through television most. The informants own a piece of land for hectare and rent a piece of land for hectare per household on average. Most of them were members of the Village Fund. Sufficiency Economy Conditions Regarding residence, it was found that about one-half (51.10%) of the informants had their own land and house. Almost of the informants (97.44%) had enough food for household consumption. Most of the informants (78.87%) consumed cooked food every day. Almost all of the informants (99.32%) had enough clothing and they were satisfied with it (98.98%). Regarding health, it was found that most of the informants (91.14%) had their houses near the hospitals and public health services for convenient reasons (91.99%). Most of them (90.46%) received responsiveness from the hospital. In addition, it was found that almost all of the informants (98.98%) accessed to various resources utilization adequately whereas some resources were inadequate e.g. wildlife and edible plants. Some informant claimed that rules and regulations of community forest utilization were too strict. More than one-half (62.35%) claimed that the allocation of community resources was fair. Regarding the application of the principle of sufficiency economy to livelihoods, it was found that, as a whole, the informants could do it at a high level (x =4.02). As the component of sufficiency economy philosophy, righteousness found to have highest score, follow by knowledge, moderation, reasonableness, and good immunity respectively (x =4.33, 4.28, 4.01, 3.78, and 3.70). Supplementary Factors Almost all of the informants had knowledge and understanding about the philosophy of sufficiency economy and other aspect e.g. thrift and savings (98.47%), did not disturb themselves and others (97.96%), and preparing household account (97.44%). The informants had a high level of attitudes toward livelihoods in accordance with the concept of sufficiency economy philosophy (x =3.86). This was in terms of enough to get by (x =4.25), thrift instillation (x =4.24), out of debts (x =4.08), and agricultural occupations based on knowledge and potential ( x =3.88). The results were confirmed by the information from in-depth interview; people had knowledge and consciousness about living there life by applying sufficiency economy philosophy to livelihood. Nevertheless, the community was the pilot community for the project of adopted way of life into sufficiency economy life. The concerned government agencies were done many training and seminar to the people, these lead to the more understanding and awareness of dairy life activities of the people. Quality of Life of the Informants As a whole, quality of life of the informants based on the 6 aspects was found at a high level (x =3.84). They had a highest level of quality of life in terms of education (x =4.11). This was followed by health and sanitary (x =3.98), family value (x =3.95), income and job (x =3.90), life in the society and community (x =3.60), and housing and safety (x =3.50) respectively. As shown in Table 1, the quality of life in six aspects was concerned by the government since there was a serious national problem in last decade. The government was implemented many projects to release those problem, so that, as a whole, the situation was ameliorate.

6 Journal of Marketing and Management, 6 (2), 1-10, Nov However, locale of the study was a mountainous area and problems in housing and safety happened for a long time. Besides, there were few teenagers living there, since they preferred to stay in urban areas. Table 1 Quality of life of the informants in terms of the 6 aspects Quality of life Mean Description Health and sanitary 3.98 High Housing and safety 3.53 Moderate Education 4.11 High Income and job 3.90 High Family value 3.95 High Life in the society and community 3.60 Moderate Pool mean 3.84 High Multiple Regression Analysis of the Independent Variables and Level of Quality of Life There were 17 variables predicted quality of life of the informants in terms of health and sanitary and housing and safety, 15 variables for education, 23 variables for income and job, 22 variables for family value, and 18 variables for life in the society and community. This accounted for 47.2, 28.3, 37.9, 40.7, 52.3, and 33.7 percent of the explainable variance and contributed significantly to the level of informants quality of life. Table 2 Stepwise multiple regression analysis of independent variables and level of the informants quality of life Variables Quality of Life Level Beta t-value Constant Applying sufficiency economy to livelihoods ** Attitude toward sufficiency economy livelihoods * Wise food consumption in terms of nutrients ** News or information perception about sufficiency economy ** through internet Satisfaction with clothe which the informants had ** Knowledge and understanding about sufficiency economy ** Capital source (BAAC) ** Collecting community forest products ** Convenience in using public health services ** News or information perception about sufficiency economy * through concerned government personnel Capital source (The Village Fund) * Supplementary occupation (field crop growing) * Food source (backyard vegetable growing) ** Food source (purchasing some food) ** News or information perception through training * R 2 = F value = ** Remark ** significant level at 0.01 (p 0.01) * significant level at 0.05 (p 0.05)

7 Journal of Marketing and Management, 6 (2), 1-10, Nov These were the application of the concept of sufficiency economy of the informants to their livelihoods. This includes attitudes toward the livelihoods in accordance with sufficiency economy; wise food consumption based on nutrients; news or information perception through internet; satisfaction with clothes which the informants had; knowledge and understanding about sufficiency economy; the BAAC as a capital source; collecting community forest products; convenience in using public health service; news or information perception through concerned government personnel; The Village Fund as a capital source; field crop growing as a supplementary occupation; backyard vegetable growing; purchasing some food; and news or information perception through training. The coefficient of determination obtained was R 2 = 0.474, indicated that 47.4 percent of the variations in the informants quality of life in all aspects could be explained by the combined effect of the 15 variables as mentioned. The findings confirmed the observation that the variables influenced quality of life. Regarding the BAAC as a capital source, it was not initially related to quality of life. However, it became to be a predictor when its interaction with other independents variables was considered. Backyard vegetable growing was found to have the greatest impact (B=0.558) whereas news or information perception through concerned government personnel had the least impact (B=0.079) as shown in Table 2. Model of Sustainable QOL in Accordance with the Philosophy of Sufficiency Economy The public hearing was done among the local people, concerned government agencies, community leaders and researchers. The entire data derived from the data collection were analyzed and synthesized together with the community context, concept of QOL and sufficiency economy philosophy. After all, we found the 7 models of QOL; that was, 6 aspects of quality of life and quality of life as a whole. All of the models were constructed under the theoretical framework of quality of life in accordance with the concept of the philosophy of sufficiency economy prepared by Nawachinda (2006). The model of quality of life as a whole comprised 2 aspects: spiritual and physical aspect. For the spiritual aspect, it was found that the informants had good attitudes toward the principle of sufficiency economy. This made them kept on perceiving news or information about sufficiency economy, particularly via internet. Consequently, the informants had a high level of knowledge and understanding about the philosophy of sufficiency economy. Regarding physical needs, it was found that the informants preferred to consume food wisely in terms of nutrients. They also had supplementary occupation e.g. field crop and backyard vegetable growing. However, the informants needed to participate in the development of environmental, economic, and social conditions. This was practiced by applying the principle of the philosophy of sufficiency economy to their daily life activities. Consequently, they had good mental and physical health. That was, the informants were satisfied with their clothes and had convenience in using public health services. In addition, sustainable quality of life might have other supplementary factors assisting the informants had increased quality of life e.g. an increase in roles on capital sources for their occupations (BAAC and The Village Fund). Also, the informants were given opportunities to access community forest utilization for household consumption (Figure 3).

8 Journal of Marketing and Management, 6 (2), 1-10, Nov Capital sources (BAAC and Village Fund) Collecting community forest products Flood source (purchasing some food) Attitude toward sufficiency economy livelihoods News or information perception about sufficiency economy (Through internet and concerned government personnel-training) Knowledge and understanding about sufficiency economy Applying sufficiency economy to livelihoods Wise food consumption in terms of nutrients Supplementary occupation (field crop growing) Food source (backyard vegetable growing) Good mental health Satisfaction with the clothes they have Convenience in sing public health services Good physical health Sustainable quality of life in accordance with the concepts of sufficiency economy philosophy Figure 3 A model of sustainable QOL in accordance with the philosophy of sufficiency economy of people in Aomkoi district, Chiang Mai, Thailand Discussion According to results of this study, it provided opinions on the development of models of sustainable quality of life in accordance with the concepts of the philosophy of sufficiency economy of people in Aokoi district, Chiang Mai, Thailand. That is, knowledge, understanding, and good attitudes toward livelihoods in accordance with the concepts of sufficiency economy. It is an important factor effecting quality of life of people in Aomkoi district. In fact, this knowledge, understanding, and attitudes plays important role in the determination of livelihood behaviors (Khechonnun, 2008). Besides, the application of the principle of sufficiency economy philosophy to livelihoods helps sustainably promote desired behaviors of people in the community (Kusumawali, 2010) as well as being a good community member (Pankaew, 2014). This results in positive ethical behaviors (Choochai, 2010). This also includes livelihood behaviors which are consistent with the concepts of the sufficiency economy philosophy (Krudnoi, 2007). However, the Aomkai people must obtain appropriate responsiveness. Having a good quality of life is the result of good health. There are 4 components of a good quality of life as viewed by psychologists: physical, mental, social, and economic aspects. In addition, the component of health

9 Journal of Marketing and Management, 6 (2), 1-10, Nov consists of 3 parts: physical health, mental health, and social health. It can be seen that components of quality of life and the components of good health share 3 aspects in common: physical, mental, and social aspects. Therefore, good health means having good physical, mental, and social conditions not only free of diseases (Saengsin, 2014). However, the model of quality of life obtained from this study is only the application to Thai people and the theory developed by a Thai. It can be used together with the concepts of sufficiency economy philosophy initiated by His Majesty King Bhumibol. It is hoped that this body of knowledge and model can be an important guideline for developing quality of life of people at the national and ASEAN or international levels. Acknowledgements The researchers are grateful to the National Research Office for granting fund. Thank you to all concerned people in Aomkoi District, and staff of the Sub-district Administrative Organization for spending their valued time. References Andrews, F.M. (ed.) Research on the quality of life. University of Michigan: Institute for Social Research, Michigan. Andrews, F.M. and Withey, S.B Social indicators of well-being: Americans perceptions of life quality. New York: Plenum Press. Bowling A. 1995a. What things are important in people s lives?. Social Science and Medicine, 41, 1,447-1,462. Bowling A. 1995b. The most important things in life. Comparisons between older and younger population age groups by gender. Int. J. Health Sciences, 6, Bowling A The effects of illness on quality of life. J. Epidemiology and Community Health, 50, Bowling A. and Windsor J Towards the good life: A population survey of dimensions of quality of life. Journal of Happiness Studies, 2, Calman KC Quality of life in cancer patients: a hypothesis. Journal of Medical Ethics, 10, Choochai, J Relationships between the perception of the principle of sufficiency economy philosophy and ethical behaviors of private lower secondary school students in Muang district, Nakhon Ratchasima province. Unpublished thesis, Saint Louise College, Thailand. Department of Provincial Administration Self-reliant community economy: concepts and strategic guidelines. Ministry of Interior. Bangkok: Local Press Division of Socio-Economic and Environmental Development A Model of business operation of the Community Occupation Development group. The community Development Department, Ministry of Interior. Bangkok: Power Print Co., Ltd. Gintingsugihe, B Community participation in the family welfare movement in Karo District, North Sumatra Province, Indonesia. Unpublished doctoral dissertation.university of the Philippines at Los Banos, Laguna, Philippines. Chitsanguan, T. and et. al A study project on a guideline for steering sufficiency economy: a lesson from 40 villages. Bangkok: ONESDB. Khechonnun, N Organization behaviors. Bangkok: C-Education. Krudnoi, S Relationships between the perception of the application of the sufficiency economy philosophy for the management of an organization, livelihood behaviors, and

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