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freepik.com( Customer Value Theory
Customer value theory posits that consumers’ subjective
trade-off between what they give and what they gain is the
fundamental driver of their behaviour.

Perceived value is a critical determinant of customer
attitudes, has been widely applied to explain various behaviours
including purchase decisions, co-creation in AI contexts and
trust formation. Although its mediating role in sustainable
consumption has been acknowledged, its application in the
green furniture domain remains underdeveloped.

Green Perceived Utility Emotional Value
Green perceived utility refers to consumers’ appraisal of the Emotional value relates to the positive feelings experienced

positive environmental impacts generated by a product, which when using a product or service. Research indicates that
in turn elevates their intention to purchase green items. the pleasure, arousal, and dominance consumers feel can
Studies have demonstrated that when consumers recognise greatly enhance the effect of green furniture elements on
features such as energy savings, carbon reduction, or the use purchase intention.
of eco-friendly materials, their willingness to buy increases Green furniture consumption often evokes environmental
significantly. identity and family interaction scenarios that trigger positive
As furniture is a durable good used over a long period, emotions. Moreover, media exposure and social discussions

purchase decisions hinge more on in-depth evaluations of can further reinforce these emotional experiences, influencing
actual utility and brand credibility than impulsive considerations. judgments of other value dimensions.
Consequently, green perceived utility effectively captures Thus, emotional value not only has standalone explanatory
consumers’ value judgments regarding a green furniture’s power, but it also serves as a prerequisite for eliciting other
environmental performance and stands as a core dimension values, making it a theoretically and practically sound mediator
of product perceived value. in the decision process.

Green Trust Economic Value
Green trust reflects consumers’ confidence in a brand’s Economic value is defined as the utility derived from perceived

environmental commitments and the authenticity of its green reductions in short- and long-term costs.
claims. Trust helps lower perceived risks when purchasing Green products frequently face purchase barriers due to
higher-priced green products and encourages consumers to premium pricing, particularly among budget-conscious young
accept favourable motivations to act sustainably. consumers. Customers who hold positive perceptions of a
Empirical evidence shows that green trust significantly green product’s economic value are more inclined to learn
reduces risk perceptions—especially for eco-products with about its benefits and make a purchase.
premium pricing or complex production processes—and Given green furniture’s life-cycle advantages in energy

robustly predicts green purchasing behaviour. Thus, green trust savings and durability, economic value is a key factor in
is another essential component of product perceived value. explaining purchase intention.