Understanding Consumer Decision-Making in Real Estate: An Integrative Analysis Using the Theory of Planned Behavior

This paper explores consumer decision-making in the real estate market through the lens of the Theory of Planned Behavior (TPB), providing an integrative analysis that enhances our understanding of the psychological and social factors influencing property purchases. By examining the roles of attitudes, subjective norms, and perceived behavioral control, the study demonstrates how these components interact to shape consumer intentions and behaviors in real estate transactions. The findings suggest that TPB offers a robust framework for predicting consumer behavior and designing effective marketing strategies that align with consumer needs. The study also highlights the broader implications for real estate professionals and policymakers, advocating for the adoption of TPB as a guiding model to improve customer engagement and decision-making processes in the evolving real estate industry.