This study aims to develop a comprehensive model that explains the selection process of mixed-use commercial complexes by retailers and consumers, while addressing the challenges encountered by property developers, urban planners, and shopping center managers. Employing a qualitative research design grounded in the grounded theory methodology, data were collected through semi-structured interviews with 17 experts, entrepreneurs, and investors engaged in mixed-use commercial developments in Tehran. The collected data were systematically analyzed using a three-phase coding process that comprised open, axial, and selective coding. Through iterative examination and methodical coding of the interview transcripts, 147 distinct concepts were identified and subsequently categorized into 14 components distributed across three overarching thematic categories. The first category, “drivers influencing the selection of mixed-use commercial centers,” consists of seven components: commercial location, tenant mix, structural attributes, facility management, collective marketing, financial and accounting management, and alignment with consumer lifestyle preferences. The second category, “investment motivation,” encompasses three components: a long-term value creation strategy, a market-oriented strategy, and an efficiency-driven strategy. The third category, "urban sustainable development," encompasses four key components: enhancing social responsibility, promoting socio-cultural development, stimulating economic growth, and advancing entrepreneurial activities. 
The findings derived from theoretical coding indicate that the investment motivations of entrepreneurs and investors serve as a mediating mechanism linking the inherent attributes of mixed-use commercial complexes with the broader goals of urban sustainability. The insights gained from this study offer valuable practical implications for urban policymakers and commercial property managers seeking to optimize investment strategies and foster sustainable urban growth.