Relationship Quality toward Sufficiency Economy-Aligned Sustainable Brands: Evidence from Thailands Generation Z

Purpose: This research aims to capture the dimensions of consumer-brand relationship quality between young adult Gen Z consumers and Sufficiency Economy Philosophy (SEP)-aligned sustainable brands by applying the Investment Model. While previous studies have primarily examined individual dimensions of sustainable brand relationship quality, this study integrated multiple motivational dimensions of brand relationship quality within the Investment Model for SEP-aligned sustainable brands. Research design, data and methodology: A mixed-method approach was employed, beginning with qualitative exploration followed by quantitative research. Data were collected through an online questionnaire survey, yielding 277 usable responses, predominantly from university students, representing young adult Gen Z consumers in Thailand. Structural equation modeling (SEM) was conducted to test a second-order reflective measurement model of brand relationship quality. Results: The results indicate that the Gen Z consumers perceive SEP alignment as an integral aspect of sustainable corporate brands. Brand relationship quality in this context is a multidimensional construct comprising economic satisfaction, trust, pride, self-connection, all of which demonstrated satisfactory reliability and validity, with trust as the strongest reflection (β = 0.870), followed by pride (β = 0.783). Major Findings: Trust emerged as the strongest reflective construct, followed by pride, economic satisfaction, and self-connection, highlighting the importance of SEP-aligned sustainable branding.