Komsan Suriya*, Supanika Leurcharusmee*, Benjapon Prommawin*, Claudia Keser** *Faculty of Economics, Chiang Mai University, Thailand This study investigates the factors influencing patient preferences for herbal versus conventional medicines within the Thai healthcare system. A survey conducted among 227 undergraduate students at Chiang Mai University in January 2024 assessed their confidence in herbal and conventional treatments for mild illnesses, revealing that trust in doctors and tolerance for side effects are primary drivers of confidence in both types of medicine. Confidence in herbal medicine is also positively associated with religious beliefs, family closeness, and positive reciprocity, but negatively liked to norm compliance and poor health condition. While conventional medicines are generally preferred, factors such as religious beliefs, having sick family members, confidence in government healthcare systems and confidence in herbal medicines increase the preference for herbal medicines. The study highlights the importance of social values and trust in doctors in shaping patient preferences and suggests that integrating herbal remedies into medical practice under trusted healthcare professionals could enhance their acceptance within Thailand’s healthcare system.
INTEGRATION OF HERBAL MEDICINES IN THAILAND'S HEALTHCARE SYSTEM: A SURVEY ON CONFIDENCE AND PREFERENCES AMONG UNIVERSITY STUDENTS
**Corresponding author: Faculty of Business and Economics, University of Goettingen, Germany, and CIRANO, Canada
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