FROM LOCAL WISDOM TO CONSUMER VALUE AND MARKET CHANNELS: CONSERVATION OF HERBAL USAGE IN SUAN PHRIK THAI SUBDISTRICT, PATHUM THANI PROVINCE.

Abstract

     The objectives of this survey research were: 1) to examine the problems of conserving local wisdom in herbal usage within the community of Suan Phrik Thai Subdistrict, Mueang District, Pathum Thani Province, and 2) to explore guidelines for transferring such local wisdom into consumer value and market channels for herbal products. This qualitative research employed purposive sampling, selecting four target groups: local sages, herbal growers, herbal sellers, and community leaders, with five participants from each group, totaling 20 respondents. Data were collected through in-depth interviews and focus group discussions, and analyzed using content analysis.

     The findings revealed four main problems in conserving local wisdom on herbal usage: (1) insufficient planting areas for herbs, (2) lack of production facilities or factories for herbal processing, (3) herbal products that fail to meet quality standards, and (4) limited marketing channels for distributing herbal products. As for the guidelines, the study suggested that households and communities should collaborate to promote herbal planting in both household spaces and communal areas, such as backyard gardens, integrated farming systems, mixed agriculture, new theory agriculture, temples, and schools. Establishing herb banks and herbal clubs was also recommended to ensure raw materials and strengthen cooperation in herbal utilization and market expansion. In addition, public agencies and educational institutions should support the development of standardized herbal products, promote local wisdom as consumer value, and enhance product packaging, branding, and marketing channels both domestically and internationally.