The Path of ‘No’ Resistance to Temptation: Lessons Learned from Active Buddhist Consumers in Thailand
Religions August 25, 2022 Apiradee Wongkitrungrueng, Panitharn Juntongjin
Active Buddhist practitioners in urban settings have transformed their consumption behaviors through a seven-stage process grounded in Buddhist principles, moving away from consumerist culture. Based on in-depth interviews with fifteen active Buddhist practitioners, the study develops a Buddhist-based behavioral change model that draws on the transtheoretical model and the stepwise model of behavior change. The model shows how these individuals overcame temptation without resistance and altered their lifestyle and consumption patterns. The research also identifies transformative mechanisms and consumer strategies that offer lessons for managing mindful consumption.