Prof. Swamy Perumandla’s co-authored research paper entitled ‘Unveiling the drivers of sustainable housing choices among millennials in emerging markets’ has been published in the Emerald Insight International Journal of Housing Markets and Analysis. His co-authors are Prof. R. Sharmila Devi, Faculty of Management, SRM Institute of Science and Technology (Deemed to be University) – Ramapuram Campus, Ramapuram, India, and Prof. Som Sekhar Bhattacharyya, Professor at the Indian Institute of Management Nagpur.
This research explores the complex interplay between technology, personal norms, and emotional factors in shaping the sustainable housing choices of millennials in emerging economies. The study integrates the model of goal-directed behavior, the technology acceptance model, and the norm activation model by incorporating self-interest and prosocial motivations. The key adaptations involve replacing perceived behavioral control with financial self-efficacy and substituting hedonic motivation for anticipated positive emotions. It introduces location as a practical anchor.
The key findings of this study are the establishment of significant positive relationships between awareness of consequences, ascription of responsibility, and personal norms with behavioral intentions. It underscores the importance of personal ethical considerations in shaping intentions. The study offers actionable insights for policymakers and real estate developers.