THE APPLICATION MODEL OF MINDFULNESS IN THE LIFE QUALITY DEVELOPMENT OF FOUR FACTORS OF CONSUMPTION IN A CONSUMERIST SOCIETY

Abstract

This research article aims to: 1) investigate the concept of quality-of-life development in the consumption of the four basic necessities within a modern consumerist society. The findings reveal that contemporary consumption is driven more by symbolic meaning than by genuine physical needs, as people are strongly influenced by media, advertising, and prevailing social values that encourage choices based on image, desire, and social identity rather than actual necessity. This leads to excessive consumption, diminished self-awareness, and an overall imbalance that negatively affects physical, emotional, and social well-being. 2) The principle of mindfulness in Buddhist teachings can be synthesized into three dimensions: 1) mindfulness described as the ability to stay aware, remember intentions, and clearly observe emotions and thoughts in the present moment; 2) mindfulness explained in traditional commentaries as a mental regulator that prevents the mind from being distracted or misled by external stimuli; and 3) mindfulness in academic interpretations, which highlight its value as an essential life skill that helps individuals distinguish true needs from cravings, reduce impulsive behaviors, and lessen the influence of media and consumer culture. 3) The application of mindfulness to improve quality of life in consumption can be divided into three processes: individual development, which includes moderate and deliberate consumption with careful reflection before making choices; social development, which involves promoting media literacy, awareness, and reducing consumption driven by social competition or status; and sustainable consumption, which emphasizes meeting genuine needs, considering environmental impacts, and reducing attachment to desire or material accumulation. The synthesis of these findings results in the 2CNVMW Model, a new conceptual framework based on Buddhist principles that helps individuals recognize authentic needs, minimize the detrimental effects of consumerism, and enhance overall quality of life through mindfulness, supporting balanced living, responsible resource use, and long-term personal, social, and community well-being.