Consuming Buddhism: the Pursuit of Happiness

Siwarit Pongsakornrungsilp, Walailuk University, Thailand
Theeranuch Pusaksrikit, The University of the Thai Chamber of Commerce, Thailand
This study employs both netnography and ethnography methods in order to examine why and how Buddhists consume Buddhism. Drawing on concepts of religious consumption and spirituality, the findings present three main themes of how Buddhists practice in order to achieve better life, peaceful mind and nirvana.
[ to cite ]:
Siwarit Pongsakornrungsilp and Theeranuch Pusaksrikit (2011) ,"Consuming Buddhism: the Pursuit of Happiness", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 374-378.