Consumer Behavior in Thailand’s Faith Economy: Exploring the Role of the 4Es in the Cosmetics Industry

บทคัดย่อ

This study explores consumer behavior in Thailand’s faith economy by examining how the 4Es framework—Experience, Exchange, Evangelism, and Everyplace—shapes cosmetics consumption. Grounded in the intersection of spiritual beliefs, cultural practices, and digital marketing, the research adopts a qualitative approach using in-depth interviews with 12 consumers engaged in Muketing-related cosmetic purchases. The findings indicate that decision-making is strongly influenced by emotional and spiritual factors, with products valued not only for their functional benefits but also for symbolic meanings related to luck, identity, and personal transformation. Each dimension of the 4Es operates in culturally embedded ways: Experience is shaped by ritualistic and emotionally meaningful interactions; Exchange reflects perceived spiritual and psychological value beyond price; Evangelism is driven by belief-based communities and social sharing; and everyplace highlights the integration of digital and physical channels infused with symbolic meaning. These results show that consumer engagement in Thailand’s faith-driven cosmetics market is multidimensional, combining experiential, social, and technological elements with deeply rooted belief systems. The study contributes to the literature by extending the 4Es framework into a belief-driven context and providing empirical evidence on the role of Muketing in mainstream industries. It also offers practical implications for marketers seeking to develop culturally sensitive and emotionally resonant strategies in emerging faith-based markets.