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TECHNOLOGY 35
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Functional Value Green Purchase Intention
Functional value encompasses consumers’ overall assessment Green purchase intention refers to an individual’s enduring
of a product’s physical utility and performance attributes. In cognitive evaluations, emotional resonance, and behavioural
the field of green furniture, functional evaluation is not limited inclinations toward green products.

to basic dimensions such as reliability and durability, but also As a durable consumer good, green furniture purchase
includes the sustainability of materials and clean production decisions rest not only on rational assessments of product
processes, as well as the actual user experience of the furniture. and brand attributes but also on emotional identification and
Including functional value in the model provides a value resonance.
comprehensive reflection of consumers’ perceptions of how A positive attitude toward green furniture is thus the most
green furniture balances performance with sustainability. critical determinant of green purchase intention. Building a
comprehensive chain of perceived value is essential for deeply
Relational Value understanding how these intentions are formed.
Relational value arises from the interactive experiences between

consumers and brands, communities, or other customers. Conceptual Framework
When consumers integrate this value with social interactions Over the years, emotional value has often been invoked to
at home or in home-office settings, it continues to grow. explain behavioural attitudes, yet it has not been the focus
Studies demonstrate that social circles significantly influence of in-depth discussion.
green purchasing decisions by shaping eco-friendly home In this study, green perceived utility and green trust were
image. As such, relational value effectively captures the social positioned as the core dimensions of product perceived value.
decision-making factors beyond individual motives, adding both The goal was, via the multidimensional structure of customer

theoretical breadth and empirical foundation to the model. perceived value, to uncover the pathway by which green
furniture purchase intentions are formed.
Mediating Role of Emotional Value Specifically, as consumers experience increasing green
Emotional value serves as a mediating variable that positively perceived utility and trust in a piece of furniture, their overall
influences consumers’ green purchasing behaviour. perceived value is cultivated, which in turn elicits emotional,
High emotional value triggers stronger green purchase
tendencies; when consumers perceive strong emotional value in
green furniture, they not only directly form purchase intentions Getty Images
but also become more satisfied with other values (economic,

functional, relational), leading to actual green purchases.
Accordingly, we posit that emotional value serves not only
as an independent predictor of green purchase intention but
also as a pivotal mediator that channels the effects of product
perceived value into other value dimensions.
Based on this reasoning, it is explicitly hypothesised
here that emotional value both directly influences purchase

intention and indirectly strengthens other forms of perceived
value, which in turn shape consumers’ final decision-making.