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32 TECHNOLOGY NOV/DEC 2025 FDM ASIA | www.fdmasia.com

THE IMPACT OF PRODUCT PERCEIVED

VALUE ON GREEN FURNITURE PURCHASE

INTENTION: THE MEDIATING ROLE OF

CUSTOMER VALUE

Although consumer interest in green furniture is growing, existing research has seldom examined
the underlying psychological mechanisms driving such behaviour. To address this gap, data from
a survey of 915 Mainland Chinese consumers were analysed using covariance-based structural
equation modelling (CB-SEM) to assess how multidimensional customer value—encompassing
economic, functional, relational, and emotional dimensions—mediates the effect of perceived green
value on purchase intention. The results reveal that emotional value is the strongest mediating
pathway linking perceived green value to purchase intention. By Shi Tao, Yu Shulan, Zhang Lu, and
Li Donglin, Nanjing Forestry University

gainst the backdrop of rising global environmental
awareness, the furniture industry has become a freepik.com(
Asignificant source of environmental pressure due
to its high timber consumption, volatile organic compound

emissions, and end-of-life disposal challenges.
Consequently, green furniture has attracted widespread
attention worldwide and is experiencing robust market growth.
Green furniture is defined by verifiable reductions in
environmental impact and protections for human health
across its entire lifecycle, rather than by manufacturer claims
or specific design processes. focus on external factors such as demographics, materials,
This outcome-based standard ties certification to measurable design, or production process. However, there is a lack of
benefits, strengthening consumer trust and avoiding perceptions research at the micro-level, particularly regarding the internal

of the products as merely expensive or bland. psychological mechanisms driving green purchase intention.
Numerous studies have confirmed that conventional furniture To better understand how consumers evaluate the value
exerts a substantial negative impact on the environment. of green products, it is essential to distinguish between two
However, despite these concerns, consumer acceptance of interrelated but distinct concepts: product perceived value
green furniture remains low, with inadequate value perceptions and customer value.
emerging as a primary barrier. Therefore, identifying the key Product perceived value serves as the necessary cognitive
factors that drive green furniture consumption behaviour is of foundation for customer value formation. It reflects consumers’

pressing practical significance. initial assessments of a product’s core environmental attributes
Most existing studies on green furniture purchasing behaviour and trustworthiness, essentially representing the product-