Knowledge Synthesis from the Studies in Thailand about “Culture of Consumerism” for lately 22 years (1995 - 2017)

Abstract

This article aimed to synthesize knowledge about consumerism culture from research in Thailand around 22 years (1995 – 2017) by using documentary research methodology, collecting research, thesis and academic article from 9 databases, 42 topics. The result showed 2 turning points of studying that are study of consumerism behavior (1995 – 2006) that most research studied mainstream consumerism behavior and attitude by using consumption of signs, identity, values and myth. Target areas are communities, coffee shops and shopping center. The other turning point is the change of culture into goods (2007 – 2017). The consumption is the target of material society emphasizing attitude and way of life as consumerism studied by using idea to change culture into good, the qualitative and quantitative research methodology. Target areas are Bangkok, Northeast Region, South Region and abroad. The results from the comparison of two study periods in consumption cultures found that the consumption was dynamic and continued to expand indefinitely.