Communication Strategies for Behavioral Change in Highland Farmers to Address PM 2.5 Pollution in Chiang Rai Province, Thailand

Abstract

       This research aimed to investigate the problems and behavioral patterns related to agricultural residue burning among highland farmers in Chiang Rai Province and to develop communication approaches for behavioral change. The study employed a Research and Development (R&D) methodology grounded primarily in qualitative research approaches. The research was conducted in Chiang Rai Province with 25 key informants who were selected through purposive sampling, including farmers, community leaders, government officers, and model farmers. In addition, focus group discussions with 30 participants. Data were collection through in-depth interviews, focus group discussions, and participant observation. Data were analyzed using thematic analysis, and data credibility was verified through triangulation. The findings are divided into two phases. In the Research Phase, the study revealed that agricultural residue burning among highland farmers was not primarily caused by a lack of knowledge or environmental awareness. Rather, it stemmed from complex structural constraints, including steep mountainous terrain that limited the use of agricultural machinery, low market prices for agricultural residues that were not economically worthwhile, and rotational farming practices deeply embedded in the cultural identity of ethnic communities. Based on these findings, the Development Phase led to the creation of an integrated communication framework “Plook, Plain, Prab” (Plant, Change, Adapt). The framework consisted of four strategic communication levels: (1) economic incentive communication through concrete cost–benefit comparisons, (2) the development of model areas and experiential learning processes, (3) the utilization of community leaders and local networks as communication intermediaries, and (4) participatory motivational activities. The proposed model emphasized addressing structural root causes, creating positive incentives, and fostering community consensus rather than relying on coercive measures or negative campaigning. Ultimately, the framework aimed to contribute to the sustainable reduction of PM 2.5 pollution in the highland areas of Northern Thailand.