Policy Guidelines for Promoting Health and Beauty Businesses for Government and Private Agencies
Main Article Content
Abstract
This research article aims to study (1) the level of lifestyle of people in Thai society, value perception of health and beauty products, health and beauty care behaviors, decision-making on health and beauty products, and health and beauty trends of Thai people. (2) Influence on the lifestyle of people in Thai society, value perception of health and beauty products, health and beauty care behaviors, decision-making on health and beauty products that affects the health and beauty trends of Thai people. (3) Provides policy guidelines for promoting health and beauty businesses for government and private sector agencies. This study adopts a mixed-methods approach, starting with quantitative research. A stratified random sample of 340 individuals from registered specialized medical clinics providing health and beauty services was surveyed. Data were analyzed using descriptive statistics and structural equation modeling (SEM). The qualitative phase involved in-depth interviews with 20 experts, with data analyzed through content analysis for deeper insights.
Findings are as follows: (1) Health and beauty care behaviors had the highest average score of 4.37, followed by the value perception of health and beauty products, the lifestyle of people in Thai society, health and beauty trends of Thai people and the decision to use health and beauty products all at a high level with average values of 4.35, 4.27, 4.25 and 4.22 respectively. (2) The developed structural equation model (SEM) demonstrates a good fit with the empirical data (c2= 192.33, df = 99, p-value = .000, c2/df = 1.94, RMSEA = .048, RMR = .027, SRMR = .042, CFI = .98, GFI = .93, AGFI = .91 and CN = 274.01) It was found that lifestyle of people in Thai society, value perception of health and beauty products, health and beauty care behaviors, decision to use health and beauty products have influence on health and beauty trends of Thai people. (3) Policy guidelines for promoting health and beauty businesses for government and private sectors consist of 3 approaches: promoting a healthy lifestyle for Thai people, promoting values towards health and beauty care with natural, non-toxic products, and supporting research and development of non-toxic health and beauty products.
Article Details
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Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
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