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Housing is one of the basic necessities of humankind for survival and purchasing a home is often a substantial milestone. Individuals exhibit complex behaviour influenced by various factors while making decisions related to the purchase of residential properties. While most of the earlier studies have focused on understanding the purchasing behaviour of home buyers’ in developed countries, the research is limited on this topic in developing countries such as India. The booming information technology industry has rapidly increased the demand for residential properties among the migrant population in Bengaluru, India’s largest technology hub. Real estate developers strive to meet the requirements of prospective customers through innovative ways but face challenges in a competitive market.

It is essential to understand the factors influencing home buyers’ purchase attitudes for increasing property sales. However, a lack of research on this subject is identified in the emerging city of Bengaluru. This study aims to analyse the determinants of home buying decisions for potential investors in Bengaluru through structural equation modelling to provide insights for the real estate industry to construct houses as per their customers’ needs.

It was found that housing amenities, financial aspects, location conveniences and marketing services significantly influenced home buyers’ purchase decisions, whereas housing features do not.

The findings of this study offer valuable insights for governmental bodies to implement appropriate policies and for builders to design properties with features that cater to the target population, thereby promoting sustainable growth in the real estate industry.

The purpose of this paper is to explore the impact of sustainable marketing practices of firms on consumers’ attitudinal and behavioral brand loyalty. In addition, this study also aims to explore the mediating effect of brand trust and brand affect on this relationship.

A combination of descriptive and causal research has been used, for which data was collected from 582 respondents and processed using structural equation modeling to establish multivariate relationships. The PROCESS method was used to estimate mediation effects.

A rather valuable insight that emerged is the significant role that brand trust and brand affect play in engendering attitudinal and behavioral brand loyalty among consumers, for firms adopting sustainable marketing practices. Findings revealed that sustainable marketing practices result in enhanced brand trust, which further translates into higher levels of brand affect, thereby leading to attitudinal brand loyalty and further resulting in behavioral brand loyalty. This study also highlights the importance of brand affect in developing enduring behavioral brand loyalty.

Consumers today are changing their consumption habits, preferring to satisfy ideological and symbolic needs rather than just rational needs. So, marketers practising sustainable marketing should aim to leverage brand trust and brand affect to ensure lasting behavioral brand loyalty.

The examination of the effect of sustainable marketing practices on brand-related variables has contributed to a better understanding of the mechanism that underlines the operation of emotion-based enduring loyalty. The vast majority of studies that provided insights about sustainable marketing practices and consumer behavior thereof were dominated by European and American perspectives and very few studies exist with a focus on developing economies. This study attempts to fill this void by exploring the personal care market in India.