LOCAL HERBS AND THE ENHANCEMENT OF QUALITY OF LIFE AND GRASSROOTS ECONOMY: A CASE STUDY OF THE "PHUET YA HAENG PHAENDIN" PROJECT IN THE CONTEXT OF COMMUNITY DEVELOPMENT OF PAK PHANANG MUNICIPALITY, NAKHON SI THAMMARAT PROVINCE

Abstract

Thai society's intensive reliance on modern medicine has gradually eroded local communities' capacity for autonomous health management, while indigenous herbal knowledge-a vital form of cultural capital reflecting rich biodiversity—continues to fade into obscurity. This article analyzes the dynamics of local herbal development as a mechanism for building a sustainable grassroots economy within the green economy framework. The study examines the "Phuet Ya Haeng Phaendin: Local Herbs, Better Lives, Stronger Community Economy" project, implemented by doctoral students in Social Development from Mahachulalongkornrajavidyalaya University, Nakhon Si Thammarat Campus, in Pak Phanang Municipality, Nakhon Si Thammarat Province, on June 10, 2025. The project engaged 100 elderly participants and community volunteers, aiming to elevate herbal production standards while creating economic value addition through the development of herbal soap and therapeutic massage oil products. Employing the Quadruple Helix Model as an analytical framework, this study examines the collaborative integration among government agencies, academic institutions, the private sector, and civil society organizations. Findings reveal that systematic local herbal development yields positive outcomes across three interconnected dimensions: health promotion through enhanced self-reliance capabilities and revival of traditional Thai medical wisdom; economic advancement through sustainable livelihood creation for vulnerable population groups, with participants reporting average income increases of 1,500 baht monthly; and socio-environmental benefits through strengthened social capital alongside conservation of indigenous medicinal herbs including andrographis paniculata, phlai, turmeric, and lemongrass. Project success fundamentally hinges upon establishing a complete value chain encompassing conservation, cultivation, production, processing, marketing, and strategic reinvestment for continuous community development. Policy recommendations emphasize protecting community intellectual property rights, developing equitable benefit-sharing mechanisms, implementing sustained capacity-building training programs with systematic monitoring, and integrating herbal knowledge into formal educational curricula to cultivate a new generation of socially conscious entrepreneurs who genuinely appreciate and actively preserve the intrinsic value of indigenous wisdom.