Breastfeeding is recognised as a complex behaviour. Maternal motivation and professional support is critical in overcoming early challenges in the initiation and sustainment of breastfeeding. The influence of culture remains under-researched and more knowledge is required to explore the relationship between culture, breastfeeding and motivation. The aim of this research was to explore the motivational and cultural influences on breastfeeding in a Thai cultural setting. Two literature reviews were used (meta-narrative and meta-synthesis) to explore the evidence of the benefits of breastfeeding and cultural influences on maternal motivation. An information analysis was completed to examine national policy, organisational policy and routine practice in breastfeeding instruction. The meta-narrative review suggested a lack of robust methodological evidence with an over-emphasis on the benefits of breastfeeding. Meta-synthesis evidence showed a significant influence from cultural and community practices on breastfeeding behaviour. Global policies were incorporated into national and local breastfeeding policies. The ARCS model of motivational design in breastfeeding was adapted to inform the analysis of maternal motivational influences in a University hospital in Northern Thailand. The study was regarded as "Iow risk". Ethical approval was obtained from Ulster University and Chiang Mai University. Seventy five hours of observation (n=204) were completed in seven breastfeeding environments. Thematic and content analysis were conducted through the implementation of a systematic theoretical goal structure. A Breastfeeding Motivational Scale was translated and adapted using WHO guidelines and was administered to a convenience sample (n=195) to measure maternal value, expectation for success and midwife support. Descriptive and inferential analyses were undertaken using SPSS v21. Routine instruction emphasised the benefits and value of breastfeeding for mothers, infants and the wider Thai society. Cultural beliefs and practices were included in routine breastfeeding instruction. The motivational analysis determined Thai women had a higher than expected value for breastfeeding. This research demonstrates that national, organisational and cultural influences have a significant positive effect on women's motivation to breastfeed.