Integrating Remote Sensing, Consumer Preferences, and Sustainable Marketing: A GWR Study of Urban Growth and Heat Island in BSD City, Indonesia

Urban expansion in BSD City, Indonesia, has generated major environmental and behavioral shifts.This study employed Landsat 8 surface reflectance imagery (2020-2023) and spatial statistics to assess vegetation cover, built-up growth, land surface temperature (LST), and consumer demand for eco-friendly housing.Preprocessing included atmospheric correction, emissivity adjustment, and cloud masking, while indices were validated with high-resolution imagery to ensure accuracy.NDVI values ranged from -0.125 to 0.375 (peak 0.188), NDBI from -0.219 to 0.094 (peak -0.063), and the Urban Index from 0.188 to 0.500 (peak 0.375), indicating compact urban development with stressed vegetation.LST ranged between 32-68, with a dominant mode at 40, revealing thermal stress concentrated in urban cores.Spatial heterogeneity was confirmed through coefficient of variation (NDVI max 0.625), Moran's I (-0.004 to 0.016), and Gi* hotspots (-2.0 to 1.75).Geographically Weighted Regression (GWR) showed localized associations between vegetation decline, built-up intensity, and LST anomalies.Annual reports suggested eco-branding strategies were most effective in greener and cooler districts, linking environmental attributes with housing demand.Findings should be interpreted cautiously since consumer data were aggregated and lacked neighborhood-scale resolution.The study highlights the role of integrating remote sensing, spatial modelling, and behavioral insights in guiding sustainable urban planning and ecooriented marketing.