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The purpose of this paper is to assess the heritage values of two case study sites in the Kathmandu Valley using a living heritage approach by emphasising the role of the core community. The core community in a living heritage site is the community that created the site and maintained it over centuries, and will continue to do so into the future while adapting to change. Understanding the value of a site is important for the conservation of heritage because values help shape decisions on conservation. Assessment of heritage values helps to identify the values associated with heritage sites.

A case study approach was employed for the research. Questionnaire surveys were conducted with the core community and stakeholders. Surveys of the stakeholders looked for any difference in opinion between them and the core community. The empirical data were collected at two living heritage sites located in Kathmandu and Lalitpur in Nepal.

The findings of the paper provide insights for the conservation of living heritage in the Kathmandu Valley. It shows how the community perceives and assesses the significance of heritage sites. It also shows the values considered important by the core community and stakeholders, and the values that have changed over the years. Aesthetic and architectural values were ranked high by the core community.

The approach employed was adopted to assess heritage values by the core community. A living heritage site is dependent on the core community, so their perception of heritage value is important and should be the basis of conservation of living heritage. This paper provides a framework for conserving and managing heritage sites by the core community with support and guidance from wider community members and government authorities.

The purpose of this study is to investigate consumers’ buying intentions (BIs) towards sustainable properties with green living concept (GLC). It also aims to examine the dynamic relationships between environmental advertisements (EAd), green brand positioning (GBP), attitude towards environmental responsibility (ER) and consumers’ sustainable properties BI in the Malaysian context.

Data were collected via online questionnaire survey, which yielded 143 completed usable responses. Structural equation modelling–partial least squares (Smart PLS, version 3) was used to analyse the data.

The findings of this study revealed that EAd and GBP significantly affect consumers’ attitude towards ER, which in turn affects consumers’ BI of the sustainable properties with GLC.

This study suggests that without inculcating a positive attitude towards the environment among consumers, it becomes a daunting task to drive consumers to purchase sustainable properties in Malaysia. Thus, the marketers should focus on green promotional activities to attract more customers to buy sustainable properties with GLCs. Moreover, it is suggested to target the right market segment to secure more sales.

The findings of this study will enable the government and the social marketers to understand the drivers of buying sustainable properties with GLC, which in turn will contribute to the higher environmental welfare.

This study is among the pioneers to examine consumers’ sustainable property purchase intention. It provides significant insights for the social marketers and policymakers to understand how to motivate consumers to purchase sustainable properties with GLCs. Moreover, this study has investigated few comparatively new links such as the direct effect of EAd and GBP on attitude towards environmental responsibility and the mediating effect of attitude towards environmental responsibility between environmental stimuli and consumer’s sustainable properties BI.