This paper reviews the Thai national character according to Hofstede's cultural dimension theory and Komin's nine values cluster, analyses the social hierarchy of Thai consumers according to the Luxury 4P Taxonomy, integrates the Theory of Cultural Capital, and expounds the features of social class. The global luxury fashion industry has grown significantly in recent years, but much of the research has been limited to conspicuous consumption and social identity.
This paper involves religious beliefs that are argued to influence luxury purchasing motives. The purpose of the paper is to develop an analytical framework to aid in understanding luxury fashion consumption in a Buddhist country such as Thailand in order to inform luxury products vendors on how to improve their marketing strategies.

Additional Metadata
Keywords Buddhist beliefs, Luxury fashion consumption, Marketing strategies, Purchasing motives, Thailand
JEL Asia including Middle East (jel N35), Religion (jel Z12), Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification (jel Z13)
Sponsor the Australian Research Council and the National Science Council, Ministry of Science and Technology (MOST), Taiwan.
Persistent URL
Journal Journal of Reviews on Global Economics
McAleer, M.J, & Mao, N. (2017). Theravada buddhism and thai luxury fashion consumption. Journal of Reviews on Global Economics, 6, 58–67. Retrieved from