CONSUMPTION VALUES AND ATTITUDES AFFECTING CHENGDU CONSUMERS’ CONSUMPTION BEHAVIOR OF GREEN FURNITURE
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Although market participants and academics have recognized the importance of green products globally, few studies focused on the PRC’s new first-tier cities market such as Chengdu. In contrast, most studies are conducted in Western developed countries or PRC’s first-tier megacities (e.g. Beijing, Shanghai, Guangzhou, Shenzhen). From the standpoint of product categories, research on consumer perceptions or behaviors toward specific green furniture remains limited. This study examined a comprehensive set of epistemic functional technology values toward green furniture consumption in Chengdu city-one of the most important cities considered to have the greatest potential to become PRC’s new metropolis center in the near future-using a mix of qualitative and quantitative methodology. Qualitative research was conducted through semi-structured interviews with nine experts currently employed at a multinational furniture company specializing in green furniture products. Quantitative research was conducted by collecting questionnaires from Wenjuanxing (www.wjx.cn)-an online questionnaire collection platform in the PRC. The population comprised consumers, aged 22 years and up, who had purchased green furniture in Chengdu, and the sample size was decided by using the number of observed variables. The researcher finally received 417 questionnaires for the data analysis in this research. The results indicated that epistemic and functional values significantly and positively influenced attitude and consumption behavior. In contrast, technology value affected attitude but did not directly influence consumption behavior. Furthermore, Chinese Chengdu consumers’ attitude could predict their consumption behaviors. This study was one of the recent empirical applications of Chinese consumer values to the context of green furniture experiences in PRC’s new first-tier cities. It offered valuable insights into marketing strategies for the furniture industry and provided practical recommendations for the promotion of green furniture.
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“ข้าพเจ้าและผู้เขียนร่วม (ถ้ามี) ขอรับรองว่า บทความที่เสนอมานี้ยังไม่เคยได้รับการตีพิมพ์และไม่ได้อยู่ระหว่างกระบวนการพิจารณาลงตีพิมพ์ในวารสารหรือแหล่งเผยแพร่อื่นใด ข้าพเจ้าและผู้เขียนร่วมยอมรับหลักเกณฑ์การพิจารณาต้นฉบับ ทั้งยินยอมให้กองบรรณาธิการมีสิทธิ์พิจารณาและตรวจแก้ต้นฉบับได้ตามที่เห็นสมควร พร้อมนี้ขอมอบลิขสิทธิ์บทความที่ได้รับการตีพิมพ์ให้แก่สถาบันการจัดการปัญญาภิวัฒน์หากมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์เกี่ยวกับภาพ กราฟ ข้อความส่วนใดส่วนหนึ่งและ/หรือข้อคิดเห็นที่ปรากฏในบทความข้าพเจ้าและผู้เขียนร่วมยินยอมรับผิดชอบแต่เพียงฝ่ายเดียว”
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