The Causal Relationship of Consumer Behavior in Purchasing Products Based on Superstitious Beliefs Regarding Color Among Gen Y and Gen Z Customers


  • Jirachai Muenlit Faculty of Liberal Arts, Huachiew chalermprakiet University
  • Issarapong Poltanee) Poltanee Faculty of Hospitality Industry, Kasetsart University



Belief, Causal Relationship, Behavior in Purchasing Products, Belief in Color Selection, Attitude, Happiness, Shopping


The objectives of this research were to study the purchasing behavior based on auspicious color beliefs between Gen Y and Gen Z and to study the customers of Gen Y and Gen Z per shopping choice with superstition as the intermediate variable. Data were collected from a sample of 304 people. Random sampling was used for the sample groups of Gen Y and Gen Z. The data were analyzed by structural equation analysis. The results showed that, in terms of motivation, buying products with auspicious colors will make customers feel lucky. There is a belief that the use of colors that are promising to oneself will be able to promote fortune. Including the attitude that beliefs influence attitudes in changing situations that occur. That causes people to buy products that are auspicious colors for themselves in various fields, including wearing clothes that are auspicious on the occasion of the day. In addition, the results of the correlation analysis found that perspectives towards superstitious attitudes have a positive direct influence on purchasing products with superstition as an intermediate variable. While credibility does not positively influence superstitions, according to the concordance validation analysis, (CMIN/DF) was 1.39, GFI was 0.95, CFI was 0.98, (RMSEA) was 0.36, and (NFI) was 0.94, which was considered consistent with the empirical data. This research reflects the important role of the business in considering improving or developing products to develop a strategy for the next generation to meet more needs.


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How to Cite

Muenlit, J., & Poltanee, I. P. (2024). The Causal Relationship of Consumer Behavior in Purchasing Products Based on Superstitious Beliefs Regarding Color Among Gen Y and Gen Z Customers. Academic and Research Journal of Liberal Arts (Online), 19(1), 22–37.



Research Articles