Back to Basics: Understanding Sophisticated Buddhists' Consumption Behaviors

Buddhism practice can lead to the transformation of consumer motivation and behavior. This study used qualitative research methods to investigate the change in consumption patterns of sophisticated Buddhist practitioners... [ view full abstract ]

Buddhism practice can lead to the transformation of consumer motivation and behavior. This study used qualitative research methods to investigate the change in consumption patterns of sophisticated Buddhist practitioners (called Lokuttara Buddhist) who truly practice according to the Buddha’s teaching in order to release from the endless suffering in life. Suffering is caused by craving and consumption plays an important role in growing craving which can never be satisfied. Findings from the interview revealed that a Lokuttara Buddhist can be transformed from a consumer seeking to satisfy emotive and symbolic experiences, into a rational consumer seeking functional benefits to satisfy his basic needs. Initial findings demonstrated how Buddhism practice can influence why, what, and how Lokuttara consumers purchase and use goods and services. The effect of Buddhism practice on consumption motivation and behaviors does not last long for lay Buddhists but do persist in the long run for Lokuttara Buddhists. The influence of Buddhism practice on consumption behaviors therefore have implications on happiness. For Lokuttara buddhists, happiness lies not in a possession of products but is created within and emphasizes the power of 'now'.