Analyzing the Behavior of Commercial Buddhist Donations with the Concept of Ethics of Thai Buddhists

Abstract

This research article aimed to: 1) examine the donation behaviors of Thai Buddhists and the influence of marketing mix strategies in the context of commercialized Buddhism, and 2) analyze the values and benefits that donors expect from charitable giving, based on ethical frameworks including deontological ethics, utilitarianism, and Buddhist ethics. The study employed qualitative research methods, with purposive sampling of 15 Thai Buddhists aged 50 and above in Chiang Mai Province who had frequent donation experience and relatively high contribution levels.

The findings identified three main patterns of donation behavior: giving to large-scale projects, regular donations to religious activities, and support for local community-based events. Key motivations included belief in merit-making, attachment to community, and emotional factors such as gratitude and compassion. The influence of Buddhist marketing strategies on donor decisions was found to be moderate to minimal.

Ethical analysis revealed that participants' views aligned with Kantian ethics, Buddhist ethics, and Mill’s utilitarianism. They emphasized selfless giving and the importance of sustaining Buddhism. These findings suggest a direction for promoting sustainable, ethically guided donation practices that foster transparency, moral integrity, and broader social benefit in alignment with Buddhist principles.