Nowadays, Thai consumers, especially those who live in the main cities have active concerns regarding their eating behavior even though they don't know the true concept of what is healthy eating behavior. Survey results showed when asked, respondents mentioned eating healthy food and nutritional drinks, but ignored other factors of eating behavior. The Thai Government announced the success of its public health campaign with an increasing statistical rate of life expectancy with good health in line with the WHO. In 1992, Thailand had a Life Expectancy rate of about 60.1 years and was this continuously raised to 62 years by 2009. This rate grew higher than other countries in Asia such as Brunei, Malaysia, and Indonesia, but was lower than developed countries. In contrast with this rate, consumers think that they have more illness cognition. This study aimed to test the healthy-eating behavior by using 358 survey responses and focused on the highly educated consumers who lived in economically developed cities. The results show that consumers think that healthy-eating means they frequently eat vegetables or fruit (3.57 points) followed by eating in the healthcare restaurant (3.47 points) and they eat from 5 categories of foods per day (3.30 points). This behavior demonstrated that they still have the wrong perception and are not concerned on reducing consumption on alcohol and cigarettes or reducing the chance of eating infection. This behavior shows that the government still has not successfully achieved the goal of good public health policies and still works hard to stimulate the true cognition about public health concerns by providing information through higher education and other groups.
Papusson Chaiwat, King Mongkut's University of Technology Thonburi, Thailand
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