Abstract

The purpose of this study was to examine and compare the structural equation model of psychosocial factors related to sufficient consumption behavior between students in Thailand and Malaysia. For the sample of this study, 364 undergraduate students from Thailand and 360 from Malaysia were recruited, a total of 724 students. A series of 8 structured questionnaires with summated rating scales and 1 questionnaire on demographic characteristics were used to measure the aforementioned constructs of the hypothesized model. The findings are as follows: 1) The structural equation model of sufficient consumption behavior of the Thai and Malaysian students was adjusted. The sufficient consumption behavior was directly affected by materialism (-.54), attitude towards sufficient consumption behavior (.37), and character strengths (.21). The total causal variables accounted for 89% of the variance in the students’ sufficient consumption behavior. 2) There was a difference in the structural model of the causal factors between students in Thailand and Malaysia. The direct effect of future orientation & self control on their attitude towards sufficient consumption behavior was different, showing that the effect of students from Malaysia (.70) was higher than that of students from Thailand (.17). 3) Latent means of sufficient consumption behavior, attitude towards sufficient consumption behavior, materialism, future orientation & self control, character strengths, family upbringing, peer influence, and media influence among Malaysian students scored higher than the Thai students.

Highlights

  • In the past several decades, the Southeast Asian region has experienced escalating economic growth

  • 3) Latent means of sufficient consumption behavior, attitude towards sufficient consumption behavior, materialism, future orientation & self control, character strengths, family upbringing, peer influence, and media influence among Malaysian students scored higher than the Thai students

  • When the students’ present their field of study, it was found that a majority or 49.2% of the Thai students and 52.8% of the Malaysian students are in the humanities or social sciences

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Summary

Introduction

In the past several decades, the Southeast Asian region has experienced escalating economic growth. Such changes result in the birth of consumption values that significantly affect both social and cultural structures (McGregor, 2013). A report on children and teenagers reveals that the percentage of elementary school students who use mobile phones is as high as 35.83% while the percentage of users in high school and university climbs up to 63.24 (Provincial Child Watch, 2006). A survey done on the food consumption behaviors of the Thai population indicates that more than 40.0% of Thai teenagers and young adults (15-24 years of age) engage in risky eating behaviors such as consuming foods high in fat, snacks, or sodas, with a frequency of up to 3-4 days per week (Thailand National Statistical Office, 2009)

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