BEHAVIORAL DRIVERS OF DIGITAL DETOX ADOPTION AMONG MILLENNIALS IN SINGAPORE

This study aims to explore Millennials psychological, social, and behavioral factors towards willingness to adopt a digital detox using the Theory of Planned Behaviour framework. A structured questionnaire, including closed-ended Likert scale questions and open-ended questions from Millennials living in Singapore, the target research group, was obtained for quantitative analysis. Focus group interviews with customers and industry experts were conducted for qualitative analysis. The data obtained from quantitative analysis was analyzed using a statistical method, Statistical Package for Social Sciences. Descriptive statistics and inferential statistics were used to summarize respondents expectations in adopting the digital detox retreat. The data obtained from qualitative analysis were analyzed using the thematic analysis method. The results revealed that Well-being is the strongest variable, which is statistically significantly linked to attitude factors like self-love, and social media is less statistically significant compared to well-being, linked to positive subjective norm. In qualitative analysis, customers shared that the digital detox retreat helped in emotional healing and prioritizing activities. The study concludes with recommendations like collaborating with corporations and an implementation plan supported by cost-benefit analysis. This can help wellness retreat providers, marketers innovate their packages, improving the adoption rate of digital detox.