This study rigorously investigates the psychological mechanisms that link corporate sustainability initiatives to long-term customer loyalty in the high-involvement residential construction sector. Anchored in the Stimulus-Organism-Response (S-O-R) paradigm, the research empirically tests whether Perceived Sustainable Value (PSV) acts as a mediator between a firm’s Triple Bottom Line (TBL) performance and customer loyalty. Employing an explanatory sequential mixed-methods design, the study combines Partial Least Squares Structural Equation Modeling (PLS-SEM) with qualitative reflexive thematic analysis, using 412 recent homebuyers in Thailand and 12 follow-up interviews. The quantitative results establish that PSV fully mediates the pathway from TBL stimuli to behavioral loyalty. Notably, Perceived Social Performance emerged as the most dominant predictor of value, challenging the traditional environmental bias prevalent in green marketing literature. The qualitative findings reveal that consumers utilize a firm’s social performance as a primary heuristic for moral integrity and structural safety, while independent green building certifications act as crucial credibility signals to bridge information asymmetry. Ultimately, the study confirms that sustainable business practices must be actively translated into multidimensional psychological value to cultivate enduring customer loyalty successfully.

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