Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Anand, Yashwin; Davidson, Benny Godwin J.; George, Jossy P.; Muttungal, Peter V. Title A name given to the resource Eco-conscious consumers green real estate decisions in India: the role of social commerce Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Property Management;Volume;43;Issue;4;pp.517-539 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/PM-06-2024-0056" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/PM-06-2024-0056</a> <br /><br /><a href="https://www.scopus.com/pages/publications/85219672767?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/85219672767?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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 Description An account of the resource 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. Subject The topic of the resource Green real estate; Perceived trust; Positive word of mouth; Pro-environmental self-identity; Real estate purchase intention; Societal norms Publisher An entity responsible for making the resource available Emerald Publishing Relation A related resource ISSN: 2637472; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online