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TECHNOLOGY 33
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cantered environmental value proposition.
Only when consumers form a basic understanding of sustainability-directory.com
a product’s environmental value can they further engage in
higher-level evaluations of customer value.

Customer value, by contrast, involves a comprehensive
assessment of the perceived benefits and sacrifices associated
with a product, driven by individual needs and goals. As such,
product perceived value is a critical precondition within the
customer value framework.
However, many studies on green purchase intention treat
perceived value as a unidimensional construct, failing to purchase decisions.
account for the differential roles of its various components. Specifically, the proposed model advances the field in
Emotional value—defined as the emotional response three key aspects: (1) by integrating both product-centric and

associated with specific behaviours—plays a pivotal role in customer-centric constructs, it provides a more holistic view
sustainable consumption contexts. of the evaluation process; (2) it identifies emotional value as
A lack of emotional resonance often leads consumers to the core mediator that activates and enhances other value
favour traditional products over green alternatives. Emotional dimensions (economic, functional, relational), a mechanism
value may compensate for potential weaknesses in economic, that has been underexplored in the context of green products;
functional, and relational value dimensions. and (3) unlike most studies that treat perceived value as a
Specifically, by enhancing emotional engagement, product unidimensional construct, there is an empirical validation of

perceived value can be more effectively transformed into green a chain-mediation pathway that explains how product-level
purchase decisions. perceptions cascade through emotional and utilitarian evaluations
This study centres on the psychological mechanisms underlying to ultimately drive purchase decisions.
consumers’ green furniture purchase decisions. Specifically, Thus, this research not only extends customer value theory
it investigates how product perceived value influences green into the domain of durable green goods but also offers a
purchase intention through customer perceived value, aiming more nuanced and actionable model for understanding and
to clarify the internal decision-making pathway and address predicting green consumption behaviour.
the disconnect often observed between consumers’ cognition, The model is empirically tested using CB-SEM analysis
attitude, and behaviour toward green products. based on 915 valid survey responses. Results reveal that

While customer value theory has been widely applied to green perceived utility and green trust significantly enhance
explain sustainable consumption behaviours, empirical research green purchase intention through a chain-mediated pathway
extending this framework to durable goods such as green centred on emotional value.
furniture remains scarce—particularly regarding the role of Emotional value plays a dual role: it is both a direct
emotional value in shaping purchase decisions. independent driver of green purchasing intention (parallel path)
This study aimed to advance previous green purchase and a catalyst for strengthening other value dimensions (tandem
intention models by proposing a novel chain-mediation path). This study delivers a critical theoretical advancement

framework that delineates the cognitive-emotional-rational by offering a theoretically meaningful supplement to research
pathway through which product perceptions translate into practices in the domain of green furniture consumption.