This study develops and validates a structural equation model (SEM) to investigate the determinants of sustainable eco-friendly housing purchase intention in Thailand. Based on survey data from 320 potential homebuyers, the integrated model exhibits strong predictive power. The analysis identifies Service Quality as the most influential direct driver of purchase intention, with Marketing Communication and Environmental Awareness also being significant direct predictors. Critically, Marketing Communication plays a central role by exerting substantial indirect effects through the other constructs. These findings provide a strategic framework for developers, highlighting that market success requires an integrated strategy that leverages persuasive communication, superior service quality, and aligned environmental values.
Mechuchep et al. (2025) studied this question.