The Impact of Wooden Interior Design Elements on Consumers’ Environmental Consciousness and Impulsive Buying Behavior: An S-O-R Model Approach

Abstract

Wood is increasingly appreciated not only for its aesthetic and tactile qualities but also for the sense of naturalness and sustainability it conveys. Grounded in the Stimulus–Organism–Response (S-O-R) framework, this study examines the association between environmental consciousness and impulsive buying behavior in interior environments characterized by wooden design elements. The model is employed as a conceptual lens to interpret how sustainability-related cues may be associated with cognitive and behavioral responses. Data were collected from 420 participants living in Batman, Türkiye, who regularly visit cafés, stores, and shopping areas designed with prominent wooden features. A structured questionnaire including validated scales for environmental consciousness and impulsive buying was administered. Correlation and multiple regression analyses were conducted to explore the relationships between the constructs. The results revealed a positive and statistically significant association between environmental consciousness and impulsive buying tendencies. The findings extend the applicability of the S-O-R perspective to sustainable material contexts. Wooden interiors can be interpreted as aesthetic and psychological stimuli that may connect environmental awareness with spontaneous purchasing tendencies. This duality offers valuable insights for designers, retailers, and sustainability researchers, demonstrating how natural materials can encourage both ecological reflection and emotional activation in everyday consumer behavior.