Factors Affecting Consumer Behavior Among Prisoners in Maha Sarakham Provincial Prison

Abstract

Background and Aims: Consumerism is a phenomenon that occurs in many societies, which is promoted by various economic, social, and cultural factors, especially among prisoners in prison who often experience a lack of both mental and physical resources. This research aims to study 1) the level of consumerism behavior of prisoners in Mahasarakham Provincial Prison, 2) factors affecting consumerism behavior of prisoners in Mahasarakham Provincial Prison, and 3) guidelines for reducing consumerism behavior of prisoners in Mahasarakham Provincial Prison.

Methodology: Quantitative research was used. The sample group consisted of 335 prisoners in Mahasarakham Provincial Prison. The sample group was determined using Taro Yamane's formula, stratified proportional division, and simple random sampling was obtained. The data collection instrument was a questionnaire. The statistics used for data analysis were frequency, percentage, mean, standard deviation, and linear multiple regression analysis.

Results: (1) The level of consumerism behavior of prisoners in Mahasarakham Provincial Prison Overall is at a high level ( = 3.89). (2) The factors affecting the consumer behavior of the prisoners of Mahasarakham Provincial Prison consist of 5 factors: social influence factor (  = 0.68), fashion influence factor (  = 0.38), imitation factor (  = 0.32), media influence factor (  = 0.13) and material value factor (  = 0.07). It can predict the consumer behavior of the prisoners of Mahasarakham Provincial Prison with 90% accuracy. (3) The guideline for reducing the consumer behavior of the prisoners of Mahasarakham Provincial Prison should organize a rehabilitation program for the prisoners to focus on the correction of consumer behavior in particular. In organizing the rehabilitation program, the prisoners should create values for the prisoners to understand consumption by having the purpose to be by the meaning and the benefits of that thing. Adhere to the principle of moderation consistent with their economic status and abilities. Consumption according to Buddhist principles. This is because the teachings of Buddhism teach us the principles of living a correct and appropriate life, knowing how to distinguish what is necessary. And it is not necessary for life. Avoid the disaster. Live appropriately with wisdom as a guide to wrong consumption.

Conclusion: The consumerism behavior of the prisoners of Maha Sarakham Provincial Prison is at a moderate level overall. Factors affecting consumer behavior include social influence, fashion influence, imitation, media influence, and material values. The approach to reducing consumerism behavior should be to organize a rehabilitation program to emphasize adjusting consumption behavior by letting the prisoners understand consumption according to Buddhist principles and emphasizing moderation and suitability with economic status.