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

economic, functional, and relational value. panel of registered users. The platform recruited potential
Once a sufficient chain of perceivedАvalue creation has participants by sending out survey invitations—via email and
been established, consumers are more likely to adopt a green internal messaging systems—to a random sample.
purchase attitude. Drawing on prior literature linking perceived Stratified by age, gender, and geographic region, this sample

value to green purchase intention, a conceptual model is was designed to approximate the distribution of the national
proposed with the following hypotheses: population. Judgemental sampling was employed to obtain
H1. Green perceived utility positively influences (a) a valid sample and reduce non-response bias, ensuring that
emotional value, (b) economic value, (c) functional value, and participants could meaningfully evaluate product perceived
(d) relational value. value, emotional value, and purchase intention—consistent
H2. Green trust positively influences (a) emotional value, (b) with methodological practices in sustainability research.
economic value, (c) functional value, and (d) relational value.
Table 1. Distribution of the Respondents (N = 915)
H3. Emotional value positively influences (a) economic
value, (b) functional value, and (c) relational value.

H4. (a) Economic value, (b) functional value, and (c) relational
value each positively influence green purchase attitude.
H5. Emotional value mediates the relationship between (a)
green perceived utility and green purchase intention and (b)
green trust and green purchase intention.
H6. Emotional value and (a) economic value, (b) functional Before entering the main questionnaire, a mandatory
value, and (c) relational value together regulate the chain pre-screening question was conducted to confirm whether

between green perceived utility and green purchase intention. the respondents had purchased or used at least one piece
H7. Emotional value and (a) economic value, (b) functional of green furniture.
value, and (c) relational value together regulate the chain Only participants who passed this screening were allowed
between green trust and green purchase intentions. to proceed with the survey, thus ensuring the relevance and
validity of the sample.
Therefore, individuals who did not meet these criteria
were excluded from the study. Because all questions were
mandatory, there were no missing values in the dataset, and a
total of 948 respondents participated in the survey, excluding

33 invalid questionnaires.

Measurements
All constructs were adapted from established scales in the
Fig. 1. Theoretical framework literature and contextualised for this study. To ensure conceptual
accuracy and appropriateness in the Chinese context, a
Data Collection forward-backward translation procedure was employed, as

Data were collected through Sojump, a professional Chinese the original scales were in English.
online survey platform that maintains a large nationwide Two language instructors were consulted to verify that each