MINDFUL CONSUMPTION THROUGH A THAI LENS: A QUALITATIVE STUDY OF VALUES, CULTURE, AND BEHAVIOR

Abstract

This study examines mindful consumption (MC) among Thai consumers through nine semi-structured interviews using open-ended questions. Thematic analysis surfaces recurring patterns of moral reasoning, social pressure, and marketing responsiveness, which align with psychological, social, and marketing dimensions of MC and are interpreted through Value-Belief-Norm and Theory of Planned Behavior frameworks. Findings show psychological factors rooted in Buddhist ethics and self-regulation, social factors where demographics and digital media shape consumption intentions, and marketing factors where consumer awareness informs eco-labeling and culturally resonant strategies. Three culturally embedded dimensions—sufficiency (Phor-Piang), collective generosity (Nam-Jai), and digital mindfulness—emerge as central. MC in Thailand is thus a culturally negotiated process linking personal values with social and ecological sustainability.

Keywords: Mindful Consumption, Thai Society, Buddhist Sufficiency Economy, Value-Belief-Norm Theory, Theory of Planned Behavior, Consumer Segmentation, Digital Mindfulness, Sustainability Marketing, Qualitative Research, Psychological and Social Factors