A Theoretical and Empirical Investigation of Consumer Behavior and Decision-Making in Real Estate: An Application of the Theory of Planned Behavior

This paper investigates the integration of the Theory of Planned Behavior (TPB) with empirical research to understand consumer behavior and decision-making in the real estate market. By applying TPB’s key components—attitudes, subjective norms, and perceived behavioral control—this study explores how these psychological and social factors influence real estate purchase intentions. The findings demonstrate that these elements significantly affect consumers' decision-making processes, providing insights into the complex dynamics of real estate transactions. The study further discusses the implications for real estate professionals and policymakers, suggesting tailored strategies to address consumer concerns and enhance market engagement. This research contributes to both theoretical knowledge and practical applications in the real estate industry, highlighting the potential of TPB as a valuable framework for understanding and predicting consumer behavior in this sector.