Eco-conscious consumers green real estate decisions in India: the role of social commerce
- Title
- Eco-conscious consumers green real estate decisions in India: the role of social commerce
- Creator
- Anand, Yashwin; Davidson, Benny Godwin J.; George, Jossy P.; Muttungal, Peter V.
- Description
- Purpose: The primary purpose of this paper is to examine the role of perceived trust, information quality, positive word of mouth and societal norms toward real estate purchase intention. The study also examines how pro-environmental self-identity mediates the relationship between positive word of mouth and real estate purchase intent, as well as between societal norms and real estate purchase intention. This research aims to delve into these intricate dynamics through a multidimensional lens. Design/methodology/approach: The research employs existing scholarly works and measurable variables evaluated through a five-point Likert scale, hypothesis testing and mediation analysis to examine the proposed framework. A structured survey comprising six sections was administered, yielding 385 valid responses. The data analysis process included the use of confirmatory factor analysis and structural equation modelling techniques. Findings: The analysis indicates that pro-environmental self-identity has the most significant influence on real estate purchase intention, closely followed by positive word of mouth. Incorporating eco-friendly themes in marketing campaigns significantly boosts purchase intentions. However, perceived trust does not significantly impact purchase intentions. Other factors, such as information quality and societal norms, also play significant roles, underscoring the importance of understanding the complex dynamics shaping consumer decisions in the real estate market. Research limitations/implications: This research exclusively targets responses from young consumers in specific regions of India. Future studies should aim for a more extensive geographic scope, encompassing a diverse global population for a broader understanding of the subject. Originality/value: Based on previous literature, this study is the first to identify the elements influencing the inclination to buy environmentally friendly real estate through social commerce. 2025, Emerald Publishing Limited.
- Source
- Property Management;Volume;43;Issue;4;pp.517-539
- Date
- 01-01-2025
- Publisher
- Emerald Publishing
- Subject
- Green real estate; Perceived trust; Positive word of mouth; Pro-environmental self-identity; Real estate purchase intention; Societal norms
- Coverage
- Anand Y., School of Business and Management, Christ University, Bangalore, India; Davidson B.G.J., School of Business, University of the Fraser Valley, Abbotsford, Canada, Acsenda School of Management, Vancouver, Canada; George J.P., School of Business and Management, Christ University, Bangalore, India; Muttungal P.V., Department of Psychology, Christ University, Bangalore, India
- Rights
- Restricted Access; Hardcopy may be available in the library
- Relation
- ISSN: 2637472;
- Format
- online
- Language
- English
- Type
- Article
Collection
Citation
Anand, Yashwin; Davidson, Benny Godwin J.; George, Jossy P.; Muttungal, Peter V., “Eco-conscious consumers green real estate decisions in India: the role of social commerce,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/22921.