Rochanahasadin, Rongdara (2025) Voluntary Simplicity Lifestyle Behaviour Among Generation Z Consumers In Thailand: Understanding The Moderating Role Of Gratitude. PhD thesis, Perpustakaan Hamzah Sendut.
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Abstract
Living a voluntary simplicity lifestyle based on the sufficiency economy philosophy (sep) has been advocated as a solution to overcome materialism and excessiveness in thailand. Nevertheless, insights on how thai consumers are living out sep through a voluntary simplicity lifestyle and what propels them to do so are still found wanting. Using the norm activation theory, social norms theory and the focus theory of normative conduct as a basis, this study examined the effect of consumer wisdom factors namely responsibility, purpose, flexibility, perspective, reasoning, sustainability and social norm factors namely injunctive and descriptive norm on one’s personal norm to live a voluntary simplicity lifestyle. Subsequently, this study investigated whether personal norm leads to voluntary simplicity behaviour grounded in social responsibility, material simplicity, self-sufficiency and spiritual life. Furthermore, this study determined whether gratitude moderates the relationship between personal norm and voluntary simplicity behaviour. Data was gathered from 436 generation z consumers in thailand given that these young consumers represent a significant market segment to marketers as well as important population segment to the country’s policy makers. Partial
| Item Type: | Thesis (PhD) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management |
| Divisions: | Pusat Pengajian Pengurusan (School of Management) > Thesis |
| Depositing User: | Mr Hasmizar Mansor |
| Date Deposited: | 15 May 2026 06:55 |
| Last Modified: | 15 May 2026 06:59 |
| URI: | http://eprints.usm.my/id/eprint/64209 |
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