Promoting the enhancement of grassroots community income and gross community happiness.

Abstract

     This participatory action research aims to promoting the enhancement of income for grassroots communities and to assess the level of gross community happiness. The research tools included in-depth interviews and focus group discussions. Key informants comprised local leaders, elderly residents, and community health volunteers from Phai Phra Subdistrict, Bang Sai District, Phra Nakhon Si Ayutthaya Province, totaling 30 participants.

     The findings revealed two main results. First, the community collaboratively decided to develop a local product brand named "Si Thong" (Golden Color), which includes a variety of chili pastes such as dried golden curry paste, golden roasted chili paste in squeeze tubes, chili paste with grilled fish, and pickled bamboo shoots. Distribution channels were expanded to include online sales and festival markets.Additionally, the community adopted eco-friendly practices by producing bio-fermented water from leftover ingredients such as garlic, shallots, kaffir lime, lemongrass, and bamboo peel. Second, the community’s gross happiness index was found to be at a high level (77.09%), indicating strong confidence in their ability to manage life factors and reduce stress. The happiness components, ranked from highest to lowest, were: warm families (average score 4.74), strong and fair community economy (4.48), good health and well-being (4.11), effective community governance (3.70), balanced environment (3.17), and democratic governance with transparency (2.93). The results support the application of sufficiency economy principles and align with Thailand’s BCG (Bio-Circular-Green) economic development model, emphasizing sustainable grassroots development through innovation, community identity, and ecological balance.