The Impact of Product Perceived Value on Green Furniture Purchase Intention: The Mediating Role of Customer Value

Abstract

Although consumer interest in green furniture is growing, existing research has seldom examined the underlying psychological mechanisms driving such behavior. To address this gap, data from a survey of 915 Mainland Chinese consumers were analyzed using covariance-based structural equation modeling (CB-SEM) to assess how multidimensional customer value—encompassing economic, functional, relational, and emotional dimensions—mediates the effect of perceived green value on purchase intention. The results reveal that emotional value is the strongest mediating pathway linking perceived green value to purchase intention. It also enhances consumers’ perceptions of economic, functional, and relational value. This underscores the central role of emotional engagement in motivating green furniture purchases. Theoretically, this study enriches customer value theory by demonstrating how emotional value bridges product perceptions and purchase intention in the durable green consumption context. Practically, the findings suggest that green furniture firms can strengthen purchase intention by embedding emotional resonance into product design and marketing, alongside communicating economic, functional, and relational benefits.