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Lluis Bort a constellation of factors, including emotional experience,
cost–benefit evaluation, performance appraisal, and social
value reinforcement.
Specifically, in terms of economic value, green furniture is

usually more expensive, and consumers tend to focus more
on long-term returns when forming purchase intentions.
In terms of functional value, consumer evaluation extends
beyond basic utility to include enhanced criteria such as
the safety of eco-friendly materials and the sustainability of
production processes, reflecting a broader set of performance
expectations for green products.
Engagement with eco-brand communities, peer recognition,
and symbolic identity expression all contribute to reinforcing

environmentally friendly choices. This finding is consistent
with prior research linking social connectedness, symbolic
cultures, underscoring the need to interpret Chinese consumers’ consumption, and pro-environmental behaviour.
behaviour within a global perspective. From a theoretical perspective, previous studies have paid
An important finding of this study is the central mediating less attention to how emotional value interacts with other
role of emotional value in the green furniture consumption value dimensions in the context of green furniture purchases.
decision process. This study extends the application of customer value

Emotional value is both an independent and interdependent theory and demonstrates its explanatory power in the field of
concept that links consumers’ initial perception of value with durable green products. By elucidating the order and structure
more tangible evaluations (e.g., economic, functional, and of these interactions, the present model provides a replicable
relational considerations). framework for analysing complex consumer behaviour in
This hierarchical value construction process is consistent similar high-involvement sustainable consumption contexts.
with previous research findings that emotional engagement can Practical Implications
amplify perceived product utility and elicit stronger consumer This study has many practical implications and provides a
responses in sustainability-related decisions. scientific basis and application reference for furniture industry
The progression from emotional resonance to rational practitioners, marketers, and policy makers.

evaluation reflects a ‘dual process’ path, in which emotional First, the results show that green perceived utility and green
cues activate deeper value interpretations, ultimately facilitating trust significantly enhance consumers’ green purchasing intention
a transition from attitude to intention. through emotional value and multidimensional customer value.
The findings confirm that multidimensional customer This finding provides guidance for green furniture companies
value—comprising emotional, economic, functional, and in product development, brand communication, and marketing
relational dimensions—offers a comprehensive framework for strategy formulation, enabling them to more specifically stimulate
understanding green furniture purchase behaviour. consumers’ emotional resonance and value identification.

This aligns with the theoretical premise that sustainable Secondly, the study further reveals the dynamic role of
consumption is not driven by a single motive, but rather by consumers’ cognition, emotion, and rational value evaluation