Consumer Perception towards the Transformation to Green Furniture in Malaysia

Purpose: This article aims to comprehend Malaysian customers' attitudes towards the shift in trend from conventional to green furniture. A systematic framework will be used to analyse and identify factors that influence consumers' perceptions of green furniture. Design/methodology/approach: This study applies the theoretical framework with extended factors to fit the area of study. 310 self-administered online questionnaire responses were collected and employed. Respondents selected were Malaysian having independent purchasing power with convenience sampling method. Findings: The results show that environmental concern and health consciousness are associated with good attitudes, subjective norms, and perceived behavioural control, and value perception is associated with positive attitudes. Purchase intention is positively related to attitude, subjective norm, perceived behavioural control, and value perception. Hence, the study has shown that the intention to purchase is among the best predictors of green product purchasing behaviour. Research limitations/implications: To correctly reflect population behaviour, a demographically balanced sample is required. Additional quantitative and measurable items such as price range could be included to create greater insight. Practical implications: Green furniture's environmental and health benefits may improve attitudes, subjective norms, perceived behavioural control, and purchase intention. When purchasing intention is high, consumers will be more likely to turn purchase intention into behaviour. Originality/value: This paper is taken from the perspective of green products and furniture. Research has acknowledged and concluded that environmental and health aspects had a higher influence than value factors, demonstrating the value and originality of the present paper. Paper type: Research paper Keywords: Consumer behaviour, Green furniture, Theory of planned behaviour
Introduction Malaysia's furniture business has consistently ranked among the top 10 world exporters of furniture since 1998. The trade performance of wooden furniture in year 2020 reached RM12,570.66 Mil., where [...]