Antecedents of Real Estate Investment Intention among Filipino Millennials and Gen Z: An Extended Theory of Planned Behavior

The Philippines’ real estate (RE) market vis à its government’s collective efforts to accelerate digital transformation faces prevalent illegal RE practices online on top of limited publicly accessible data for decision-making and decentralized highly regional markets. As the middle-income millennials’ Gen Zs’ purchasing power rises, these increasingly important consumer groups might fall prey colorums or make bad investment decisions. In anticipation big data, ML, AI becoming integral Philippine industry, this study extends theory planned behavior model account practice build a theoretical basis foundational models. A total 400 Filipinos aged 15 42 from different regions in country responded self-administered survey questionnaire. was assessed using partial least squares structural equation modeling (PLS-SEM) proven be sufficient explain proposed model. Results revealed that during inflation, risk tolerance (RT), perceived property value (PPV), aversion (IP) significantly influence intention invest market, implying they would consider prioritizing profitability at expense sustainability. Thus, commitment provide transparent real-time KPIs projects is necessary safer optimized operations while ensuring sustainability current future projects.