This study investigated the behavioral science factors influencing the collective well-being and happiness of 427 residents in the Chiang Rai Municipality, Northern Thailand, aiming to explore key factors and their interrelationships. The sample was selected using simple random sampling to ensure representativeness. Data was gathered using six distinct measurement scales with strong discrimination power (r = .460 to .894) and high reliability coefficients (alpha = .860 to .950). Data analysis employed correlation and Path analysis. Collective well-being, happiness, and all four behavioral science factors included Green Space Attachment, Community Cohesion, Perceived Transportation Efficacy, and Perceived Financial Well-being were found to be at a high level. The results indicated that all four behavioral science factors were positively correlated with both collective well-being (r = .554 to .721) and happiness (r = .356 to .591) at p < .01. Collective well-being and happiness were also positively correlated (r = .629, p < .01). Path analysis confirmed that Green Space Attachment, Community Cohesion, and Perceived Financial Well-being were significant positive predictors of collective well-being (beta = .236, .414, .262, p < .01). Conversely, only Green Space Attachment and Perceived Financial Well-being were significant predictors of happiness (beta = -.218 and .319, p < .01). Collectively, the behavioral science factors accounted for 66.1% of the variance in collective well-being and 49.8% of the variance in happiness. These findings underscore the critical role of community and financial attachment behaviors in enhancing the psychological health and collective sense of contentment among citizens under urban development.

Authors:
Tanapat Janpipatpong, Chiang Rai Rajabhat University, Thailand
Kanthanan Suchin, Chiang Rai Rajabhat University, Thailand
Jeeranun Chaingam Knox, Chiang Rai Rajabhat University, Thailand
Tippawan Muangjai, Chiang Rai Rajabhat, Thailand

About the Presenter(s)
Mr.Tanapat Janpipatpong is currently an Assistant Professor of Psychology at Faculty of Social Sciences, Chiang Rai Rajabhat University, Thailand.

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