Consuming Buddhism: the Pursuit of Happiness

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.


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.


Siwarit Pongsakornrungsilp, Walailuk University, Thailand
Theeranuch Pusaksrikit, The University of the Thai Chamber of Commerce, Thailand


NA - Advances in Consumer Research Volume 39 | 2011

Share Proceeding

Featured papers

See More


Cultivating a Network of Trust: Exploring The Trust Building Agency of Objects in Home Sharing

Marian Makkar, Auckland University of Technology, New Zealand
Drew Franklin, Auckland University of Technology, New Zealand

Read More


A Model of Consumer Self-Regulation Failure

Keith Wilcox, Columbia University, USA

Read More


O6. Be Aware of Your Suspicion: When “Being Suspicious” Ironically Leads to Suboptimal Judgment- and Decision-Making

Julie Verstraeten, Ghent University, Belgium
Tina Tessitore, INSEEC Business School, France
Maggie Geuens, Ghent University, Belgium

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.