CONSUMPTION BEHAVIOR OF STUDENTS AT MAHAMAKUT BUDDHIST UNIVERSITY, SRITHAMMASOKKARAT CAMPUS, SONGKHLA LEARNING CENTER, FROM THE PERSPECTIVE OF THE MIDDLE WAY (MAJJHIMA PATIPADA)

Abstract

This research aimed to: 1) study the consumption behavior of students at Mahamakut Buddhist University, Srithammakosok Campus, Songkhla classroom, and 2) analyze consumption behavior based on the principle of the Middle Way (Majjhima Patipada). This qualitative study employed in-depth interviews with 16 key informants, selected through purposive sampling. A semi-structured interview guide was used, and the data were analyzed through content analysis.

The findings revealed that:

1) Students’ consumption behavior reflects an effort to manage limited resources. They demonstrate basic financial planning; however, their decisions are still influenced by emotions, values, personal image, and social factors. Social influences, especially online media and peer groups, play a significant role in purchasing decisions, leading to trend-based consumption and social pressure. Meanwhile, family remains important in shaping financial attitudes, such as frugality and debt avoidance. Furthermore, the multicultural context of Songkhla contributes to diverse and flexible consumption patterns aligned with festivals and religious activities. The southern climate also affects product choices and daily spending habits. Although students show increasing environmental awareness, their decisions are still primarily driven by price and convenience.

2) The analysis of consumption behavior based on the Middle Way indicates that, in terms of morality (Sila), students tend to consider appropriateness and ethical correctness, attempting to avoid immoral, illegal, or excessively luxurious products beyond their means. Although not always strictly practiced, this reflects a sense of responsibility in spending. In terms of concentration (Samadhi), students recognize that lack of mindfulness—especially due to online media and promotional influences—may lead to unnecessary spending; therefore, they try to reflect before making purchasing decisions and control emotional impulses. In terms of wisdom (Panya), consumption focuses on value and long-term impacts, including financial, health, and environmental aspects. Students adhere to moderation, avoiding extremes, and strive for balanced consumption in accordance with their life context.