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TECHNOLOGY 37
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freepik.com( are not only influenced by rational evaluations, but also by a
range of emotional and multidimensional value evaluations.
This is consistent with previous research on customer value
theory on consumption.

Although this study focuses on the Chinese market, its
findings align with broader global patterns.
Comparative evidence shows that value drivers of green
purchasing differ across regions: European consumers
emphasise social image and recognition, while non-European
groups value novelty, curiosity, and trust. In Latin America,
attitudes, subjective norms, and perceived behavioural control
item accurately reflected its intended construct. Prior to full- significantly predict willingness to pay for green products.
scale administration, a pilot test with 10 individuals who had Within Asia, a study comparing South Korea and China

purchased green furniture in the previous three months was found that collectivism in China positively affects green
conducted; exploratory factor analysis revealed Cronbach’s А purchase intention and strengthens the role of environmental
> 0.70 for all constructs, confirming reliability. collective efficacy.
The final questionnaire was administered in Mandarin Chinese These patterns are consistent with recent findings that
and comprised two sections: (1) demographic information cultural norms shape sustainable consumption, willingness
(gender, age, education, income); and (2) measurement to pay varies across markets, and moral emotions such as
items for product perceived value (green perceived utility, anticipated pride act as universal motivators.

green trust), customer perceived value (emotional, economic, Given China’s collectivist orientation, consumers may be
functional, relational), and green purchase attitude. All items particularly sensitive to emotional cues embedded in green
were rated on a 7-point Likert scale (1 = “strongly disagree” products—such as environmental symbolism, family well-being,
to 7 = “strongly agree”). and community identity—making emotional value a more
Specifically, the topic of measuring consumers’ willingness decisive mediator than in individualistic contexts.
to buy was adapted from the study conducted by Amin and Overall, while the psychological mechanisms of green
Tarun. For product perceived value, the topic of green perceived purchasing are universal, their expressions differ across
utility was adapted from previous studies, and the topic of
green trust was adapted as well. For the topic of customer

perceived value, both adapted from Carlson et al. and Ng
et al. conducted a study that included four measurement Towards sustainability
dimensions with a total of 12 measurement items.

Conceptual Findings
This study deepens the understanding of how consumers form
green purchase intentions in the context of green furniture.

Drawing on customer value theory, the findings of this
work support the view that consumers’ purchase intentions