THE CAUSAL RELATIONSHIP MODEL OF SUSTAINABLE HAPPINESS SOCIETY

The purposes of this research were 1) to study components of sustainable happiness society, 2) to study components influencing sustainable happiness society, 3) to analyze the causal relationship between components influencing sustainable happiness society, and 4) to develop the causal relationship model of sustainable happiness society. The researcher applied the quantitative method, collecting the primary data by distributing questionnaires to 350 samples who are industrial entrepreneurs in Rayong province. The statistics used in this research are frequency, percentage, mean, standard deviation, Pearson Correlation, Confirmatory Factor Analysis (CFA), and Structural Equation Model (SEM). The research results were found that the correlation between six component factors of sustainable happiness society is positive, which means all 6 factors have the relationship in the same direction with the statistical significance at the level of 0.01. The results of the causal relationship model of sustainable happiness society were found that corporate social responsibility (CSR), Sangkhahawatthu IV (SAN), Saraniyadhamma VI (SAR), and Sappurisadhamma VII (SAP) have an influence on sustainable happiness society (SHS) with the statistical significance at the level of .01. Considering that /df must not exceed 2 ( /df = 1.951), CFI must be more than .90 (CFI = 0.996), GFI must be more than .90 (GFI = 0.991), AGFI must be more than .90 (AGFI = 0.962), RMSEA must not exceed .05 (RMSEA = 0.052), and SRMR must be less than .05 (SRMR = 0.019), the causal relationship model of sustainable happiness society created by the researcher is relevant to the empirical data.