An Analysis of Values and Donation Behaviors in Buddhist Commercial and Occult Commercial Based on The Faith of Thai Buddhists

Abstract

This research article aims to: 1) examine the contextual foundations of faith, values, and donation behaviors among Thai Buddhists; 2) analyze values and their transformations influencing donation behaviors within the frameworks of Buddhist commercialism and occult commercialism; and 3) investigate Buddhist ethical principles in relation to Western ethical theories concerning faith and donation behaviors among Thai Buddhists. A mixed-methods research design was employed. Quantitative data were collected from a questionnaire administered to 204 participants aged between 18 and 60 years, categorized into three generational cohorts. Qualitative data were obtained through in-depth interviews with nine key informants representing the three generations.

The research found that:

1. Thai Buddhists demonstrate the highest level of faith in Buddhist ethics, a moderate level of faith in occult commercialism, and a low level of faith in Buddhist commercialism. Variations across generations indicate differing interpretations of faith shaped by lived experiences and socio-cultural contexts.
2. In terms of values, donation behaviors tend to increase under the influence of consumerism. Nevertheless, individuals across all age groups continue to uphold Buddhism as a central source of spiritual reliance.
3. Ethical analysis indicates that the principle of meritorious action (puññakiriyāvatthu) corresponds to three forms of donation: altruistic giving without expectation of return, merit-oriented giving with expectations of karmic benefits, and duty-based giving. These forms align with deontological ethics as articulated by Immanuel Kant and utilitarianism as proposed by John Stuart Mill.

In conclusion, Buddhism-grounded in Buddhist ethical principles-continues to function as a central moral framework capable of guiding and evaluating donation behaviors in contemporary Thai society. It provides a normative structure that balances faith, economic dynamics, and social considerations.