THE PSYCHOLOGY OF SUSTAINABLE HOUSING PURCHASE INTENTION IN THAILAND: A PSYCHOMETRIC AND STRUCTURAL EQUATION MODELING APPROACH

Abstract

This research investigates psychological factors underlying the intention to purchase sustainable housing in Thailand. Structural Equation Modeling (SEM) was employed to investigate the impact of marketing communication and service quality on purchase intention, utilizing data from 260 potential homebuyers. The model exhibited excellent fit. Both marketing communication (β = 0.57, p < .01) and service quality (β = 0.44, p < .01) emerged as significant direct determinants of intention. Moreover, service quality was found to mediate the effects of marketing communication on purchase intention (indirect β = 0.28, p < .01), revealing a path from external persuasion to internal trust. Together, these factors accounted for 74% of the variance in intention. The findings illustrate how perceived reliability and message credibility together shape sustainable consumer behaviour in a high-involvement setting, extending the psychology of green decision-making.