Modelling Green Chinese Value-Attitude Enhancing New First-tier Cities' Furniture Consumption Market
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The demand for green furniture was rising globally, driven by consumers' increasing environmental and health consciousness. This trend included PRC’s new first-tier cities market which represents the rise of China's emerging cities in the future. This study aimed to examine the key value factors that influence Chinese consumers’ consumption behavior and analyze the mediating role of attitude between Green Chinese values and consumption behavior. The quantitative research that employed the instrument was a questionnaire. After collecting data from four major Chinese new first-tier cities (Chengdu, Hangzhou, Xi’an, and Wuhan), 832 questionnaires were collected and used for data analysis. The 416 questionnaires were distributed online via the wjx platform (a professional online questionnaire collection platform in the PRC) and 416 questionnaires were distributed offline to furniture malls directly in the target cities. The target samples were consumers aged 15 years and up who have experience in purchasing green furniture products in PRC’s four new first-tier cities. Confirmatory factor analysis (CFA), path analysis, and structural equation modeling (SEM) were conducted to test hypotheses using SPSS version 23.0 and AMOS version 22.0.
The result of this study showed that product value and eco-friendly system value had a positive effect on attitude. Attitude had a positive effect on consumption behavior. In addition, product value, personal value, and eco-friendly system value significantly positively affect consumption behavior. Chinese consumers’ green consumption behavior was positively impacted by product value and eco-friendly system value through attitudes as the mediator. Furthermore, there was no empirical evidence found that personal value had a positive effect on attitude in this study. Particularly, this study contributes to the development of the Chinese consumer’s value-attitude causal model which enhances its green furniture consumption behavior. The strategic recommendations for Chinese consumers are accumulating positive attitudes, cultivating green furniture consumption lifestyles, and improving consumption capabilities. The strategic recommendations for enterprises are enhancing the functional, health, and service value of green furniture products and for government organizations are enhancing the dissemination of knowledge about green furniture products, promoting the use of new technologies, cooperating with various private organizations and institutions, and implementing nationally authoritative green furniture certification and green label systems.
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