The Role of Right Mindfulness in Changing the Values and Behavior of Wealth in a Consumerist Society

Abstract

This study examines the role of Right Mindfulness (sammā-sati) in transforming values and wealth-flaunting behaviors within a consumerist society. The primary issue identified is the influence of Leon Festinger’s Social Comparison Theory, which has led to 52% of social media users feeling pressured and 30% of Thais accumulating excessive debt due to conspicuous consumption. The root cause lies in the absence of mindfulness, which prevents individuals from recognizing the mechanisms of social comparison and renders them susceptible to status-driven desires. The proposed solution involves the systematic cultivation of the Four Foundations of Mindfulness (Satipaṭṭhāna), namely: (1) Kāyānupassanā—awareness of the body to anchor attention in the present moment; (2) Vedanānupassanā—awareness of feelings without responding through consumption; (3) Cittānupassanā—awareness of mental states such as greed, hatred, and delusion; and (4) Dhammānupassanā—understanding the Four Noble Truths as a path to freedom from suffering. The findings reveal that Right Mindfulness can cultivate psychological resilience against social comparison by enabling individuals to experience inner happiness independent of external factors, reduce attachment to self-image, and engage with modern technology in a more balanced and integrative manner through the daily practice of all four foundations.