Causes and consequences of the increase of alcohol consumption in Thailand

Abstract

On a global scale, the use of alcohol is and has been a highly controversial issue, mostly due to ever increasing evidence of the social, physical and economical harm related to its use. The consumption of alcohol has been increasing steadily in Thailand for decades and in spite of their religious and traditional non-alcohol consuming ways. There has been a transformation in value, attitude and behavior toward alcohol in Thailand. Furthermore the openness toward alcohol is growing among the Thai people, stimulating further use of alcohol, followed by increased alcohol related harm. Part of this development can be traced to the external phenomena such as westernization, modernization and consumerism in the Thai society. The enormous social changes occurring in Thailand have created an ideological environment or a gateway where extensive marketing of alcohol beverages have become the main determinants for this transformation of traditional values, attitudes and behavior towards alcohol consumption, with serious consequences for Thai society.