Co-evolution of learning in the design and practice of behavioural public policy: a case of health policy in Thailand

This study adopts a critical and interpretive lens on policy learning to understand the formulation and practice of behavioural insights in public policy in the Asian context through the case of the Thai Health Promotion Foundation (ThaiHealth), Thailand. Drawing abductively on ThaiHealth’s experience of applying behavioural insights in designing health policy over the past two decades, this study reveals that policy learning goes beyond merely how ideas of nudges and nudge initiatives are transferred or diffused from best practices elsewhere. Rather, it argues that through ongoing, active interaction and adaptation among actors within the policy ecosystem and societal dynamics during this period, localized co-evolutionary learning processes have shaped decision-making and actions relating to the design and practice of Behavioural Public Policy. Through such learning, actors have translated knowledge from past experiences and prevailing social moods to reframe future actions. Consequently, ThaiHealth’s nudge approach evolved from an initial heavy focus on moralistic narratives rooted in Thai traditional culture and beliefs towards a more balanced integration of scientific and health-focused strategies. These strategies combine efforts to influence individual behaviours with broader interventions targeting structural determinants of health, interventions that are contextually sensitive to Thai society and aligned with global policy directions.