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TECHNOLOGY 39
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of green furniture in purchasing decisions, providing a path Limitations
for companies to integrate multidimensional value propositions The research sample is limited to mainland China. Differences
in practice. in cultural values may affect the formation mechanism of green
Specifically, the practical implications of this study include trust and emotional value.

the following: Future research can test whether the mediating role of
Product value delivery and emotional resonance: Firms can emotional value is equally significant when comparing societies
highlight the environmental characteristics of furniture (such as with different cultural backgrounds, thereby improving the
low-carbon materials and recyclability) in product promotion, universality of the model.
thereby enhancing consumers’ emotional resonance and trust Furthermore, research could also focus on well-defined
through storytelling and the creation of a green brand image. consumer groups within specific national or regional markets.
Multi-dimensional value experience: In brand communication and Such an approach would maintain the advantages of using a
sales processes, companies may emphasise the comprehensive single language and cultural context while providing deeper
advantages of green furniture in terms of economic value insights into market-specific drivers of green furniture purchase,

(long-term energy savings, durability), functional value (quality, thereby usefully complementing broader cross-cultural studies.
comfort), and relational value (community identity, symbolic Secondly, this study failed to capture the dynamic process
meaning). This approach enables consumers to form a more of consumers’ green cognition and behaviour changing over
complete understanding at both rational and emotional levels. time. Subsequent studies can use longitudinal tracking or
Interactive marketing and community building: Social experimental methods to further verify the causal stability of
media, short video platforms, and offline experience stores the chain mediation path.
can be used to foster a green consumption community, Furthermore, future research could also expand the scope

thereby strengthening consumers’ sense of relational value of green consumption research beyond the purchase phase
and brand belonging. to the post-purchase phase.
Price and value communication: Pricing tools such as Longitudinal research examining such behavioural patterns
instalment payments, green subsidies, and coupons can help would provide deeper insights into the lifecycle impacts of
reduce the purchase threshold. At the same time, the long- green purchasing decisions and clarify whether initial green
term economic benefits of green furniture may be conveyed aspirations translate into sustained environmental benefits.
through visualisation tools (e.g., comparative tables of energy- In addition, although this study covers the four dimensions
saving returns), thereby improving consumers’ perception of of perceived value, it has not yet included potential variables
cost-effectiveness. such as environmental responsibility and social norms. These

Finally, the results of this study not only provide a practical factors may play an important role in green consumption.
reference for the green furniture industry, but they also provide It is recommended to further enrich the model structure in
important inspiration for other durable goods industries in the future. Finally, the study mainly relies on self-report data,
improving the acceptance of green products, optimising which has the risk of social desirability bias.
emotions and multi-dimensional value delivery. In the future, it can be combined with behavioural data
Other researchers can refer to the methodological framework methods such as eye tracking and virtual reality experience
of this study to further explore the psychological mechanism to improve the ecological validity and application reference

of green consumption under different product categories or value of the research conclusions. FDM
cultural backgrounds. ENQUIRY NO. 6201