Green Emotion: Incorporating Emotional Perception in Green Marketing to Increase Green Furniture Purchase Intentions
Abstract
:1. Introduction
- How do green furniture’s green and traditional characteristics affect consumers’ emotional perceptions?
- How do consumers’ emotional perceptions, specifically their perceived pleasure, arousal, and dominance, influence their intentions to purchase green furniture?
- Does PAD 3D significantly mediate the relationship between green furniture characteristics and green purchase intentions?
- Is there a notable distinction between green furniture’s green and conventional characteristics in terms of evoking an emotional reaction from consumers and their inclination to make a purchase?
- Do consumers’ demographic variables, such as gender, age, and educational background, have varying emotional effects on their inclinations to purchase green furniture?
2. Literature Review
3. Theoretical Framework and Research Hypotheses
3.1. PAD 3D Emotional Model
3.2. Perceived Pleasure Factor
3.2.1. Perceived Green Value
3.2.2. Green Brand Image
3.2.3. Aesthetic Design
3.3. Perceived Arousal Factors
3.3.1. Environmental Awareness
3.3.2. Eco-Innovation
3.3.3. Perceived Consumer Effectiveness
3.4. Perceived Dominance Factors
3.4.1. Green Brand Image
3.4.2. Purchase Customization
3.4.3. Subjective Norms
3.5. Perceived Pleasure, Arousal, and Dominance Outcomes
3.6. Theoretical Framework
4. Experiments
4.1. Research Methods and Materials
4.2. Analytical Method
5. Results
5.1. Demographics
5.2. Data Validity Testing
5.3. Measurement Models
5.3.1. Reliability Test
5.3.2. Distinctive Validity
5.3.3. Covariance Test
5.4. Structural Models
5.4.1. Model Fit
5.4.2. R2
5.4.3. Q2 and F2
5.5. Hypothesis Testing Results
5.6. Comparative Analysis of Green and Traditional Features
5.7. Multi-Cluster Structural Equation Modelling Analysis
- Individuals born after the 1970s may have a greater inclination to place trust in established brands and regard environmentally friendly furniture brands with greater importance;
- Furthermore, individuals born after the 1970s may already have a deeply rooted sense of environmental consciousness. Consequently, individuals are more inclined to experience enjoyment and opt for environmentally friendly brands;
- Individuals born after the 1990s may exhibit a greater emphasis on sustainable principles;
- Individuals born after the 1990s are more inclined to utilize social media platforms and are susceptible to the impact of environmental issues discussed on these platforms. Exposure to green ideals on social media can significantly impact individuals, increasing their susceptibility to influence and fostering greater interest and satisfaction with green furniture;
- Women are typically more emotional and focused on emotional experiences, and green furniture may inspire emotional resonance in women through features such as its sustainable philosophy and the aesthetics and style of home décor, making them more likely to desire to buy.
6. Discussion
7. Conclusions
- (1)
- Perceived arousal (PD) and purchase intention (PI) (0.149 = medium effect), eco-innovation (EI) and perceived arousal (PA) (0.145 = medium effect), perceived dominance (PD) and purchase intention (PI) (0.104 = weak effect), a green brand image (GBI) and perceived pleasure (PP) (0.094 = weak effect), through F2 values, and subjective norms (SN) and perceived domination (PD) (0.094 = weak effect), had the greatest impact on the emotional perception of green furniture purchase intent.
- (2)
- All explanatory variables are significantly related to the explanatory variable (green furniture purchasing intention). Furthermore, all PAD three-dimensional emotions significantly moderated the association between green furniture attributes and purchasing intent.
- (3)
- Additional examination using multi-group structural equation modeling indicates that the impact of a green brand image (GBI) on the intention to purchase green furniture is more substantial for consumers born after the 1970s than those born after the 1990s. Conversely, the influence of perceived green value (PGV) on the intention to purchase green furniture is more significant for consumers born after the 1990s due to their higher level of pleasure. Furthermore, females are more likely than males to be influenced by the features of green furniture, which elicit emotional perception and generate purchase intention. Simultaneously, women are more prone to being swayed by the attributes of green furniture, which affects their emotional perception and intention to make a purchase.
- (4)
- This study examined the impact of green features and traditional features of green furniture on consumers’ emotional perception and purchase intention. The findings revealed that green features had a more substantial influence on emotional perception (β = 0.511, p < 0.001) compared to traditional features (β = 0.390, p < 0.001). They exhibited greater strength.
- (1)
- Enhance the emotional marketing plan: Considering the significant influence of emotional perception on the intention to purchase, green furniture companies should improve their emotional marketing strategy. By utilizing emotional advertising, brand narrative, education, and publicity, we may heighten consumers’ environmental consciousness and self-assurance, reinforcing their emotional attachment and intention to purchase.
- (2)
- Emphasis on green features and eco-innovation: Research results show that in green furniture marketing, it is crucial to emphasize the product’s green features, followed by eco-innovation, which has the most significant impact on consumers’ perceived pleasure. Therefore, companies should continuously launch products that meet environmental needs and highlight the green features of furniture, such as environmental protection and sustainability, to attract consumers and enhance their pleasure.
- (3)
- Improving green brand image: The findings indicate that a green brand image has the greatest impact on consumers’ perceived pleasure. As a result, businesses should commit to developing a positive green brand image through brand marketing activities and brand image to improve consumer satisfaction. They should also use branding and marketing methods to encourage consumers to favorably appraise and recognize green furniture while keeping in mind the influence of subjective norms.
- (4)
- Customized services and distinct experiences: The findings indicate that purchase customization has the biggest impact on perceived dominance. As a result, businesses can match consumer demand for individualized products by offering customized services. In addition, because different gender and age groups have different levels of willingness to buy, in the case of fierce market competition, green furniture enterprises should focus on specific groups of users to achieve differentiated product services.
- Due to the use of the questionnaire approach, the data acquired for this study were limited to a cross-sectional perspective. To address this constraint, future analyses should investigate using a longitudinal experimental design;
- An analysis can be conducted to examine the emotional influence of intentions to make environmentally friendly purchases in various locations;
- This paper only investigated the impact of green furniture features on consumers’ emotional responses, and the mechanisms explored in the future could be the dual-mediated impacts of the functional and emotional dimensions.
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
Appendix A
Components | Items | Sources | |
---|---|---|---|
Green Feature (GF) | Environmental Awareness (EA) | (EA-01) I am very concerned about the current environmental situation in my country | [45,70] |
(EA-02) I believe that individuals have a responsibility to protect the environment. | |||
(EA-03) I am willing to control my consumption to protect the environment | |||
Eco-Innovation (EI) | (EI-01) I think green furniture is easier to recycle than traditional furniture | [71] | |
(EI-02) I think green furniture reduces the damage caused by waste compared to traditional furniture. | |||
(EI-03) I think green furniture uses less material than traditional furniture. | |||
Perceived Green Value (PGV) | (PGV-01) I think green furniture is more valuable to the environment than traditional furniture. | [72] | |
(PGV-02) I think green furniture is more valuable compared to paid currency. | |||
(PGV-03) I hope that green furniture will improve environmental performance. | |||
Green Brand Image (GBI) | (GBI-01) I think to implement green practices, green furniture is successful. | [32] | |
(GBI-02) I think that by implementing green practices, green furniture will have a good reputation. | |||
(GBI-03) I think green furniture is in the limelight to implement environmental protection measures. | |||
(GBI-04) Green furniture with good green brand trust appeals to me. | |||
Traditional Characteristics (TC) | Aesthetic Design (AD) | (AAD-01) I would love visually appealing green furniture. | [22,24] |
(AAD-02) I like green furniture that has a sense of design and has been professionally designed. | |||
(AAD-03) Furniture with innovative green materials appeals to me! | |||
Purchase Customisation (PC) | (PC-01) I like to personalize when buying furniture | [58] | |
(PC-02) I want to buy green furniture with CMF (Colour, Material, Workmanship) at my disposal. | |||
(PC-03) I would buy green furniture that can be customized. | |||
Perceived Consumer Effectiveness (PCE) | (PCE-01) I think it’s worth it for individual consumers to try to protect and improve the environment. | [73] | |
(PCE-02) By purchasing green furniture, I believe I can positively impact the environment and society. | |||
(PCE-03) I believe that by greening my consumption, I will influence my living environment. | |||
Subjective norms (SN) | (SN-01) People who are important to me think I should buy green furniture. | [45,62] | |
(SN-02) People who influence my behavior think I should buy green furniture. | |||
(SN-03) People whose opinions I value prefer me to use green furniture. | |||
Emotional perception (EP) | Perceived Pleasure (PP) | (PP-01) Buying furniture with more green values would make me feel very friendly | [16] |
(PP-02) Buying green furniture with good aesthetic design will make me happy! | |||
(PP-03) I am very interested in green furniture with a good green brand image. | |||
Perceptual Arousal (PA) | (PA-01) I’m very conscious of the need to protect the environment by controlling consumption. | ||
(PA-02) Eco-innovation through the purchase of green furniture would excite me! | |||
(PA-03) The efficacy of the positive impact of buying green furniture makes me feel relaxed | |||
Perceptual Domination (PD) | (PD-01) Green brand image will have a dominant influence on whether I buy green furniture or not. | ||
(PD-02) I want to buy green furniture that I can customize at my discretion. | |||
(PD-03) Whether or not I buy green furniture can be influenced by others. | |||
Purchase Intention (PI) | (PI-01) I’m willing to buy green furniture that gives me pleasure. | [11] | |
(PI-02) I’m willing to buy green furniture that excites me. | |||
(PI-03) I am willing to buy green furniture at my disposal |
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Items | Indexes |
---|---|
Green Feature (GF) | Environmental Awareness (EA) |
Eco-Innovation (EI) | |
Perceived Green Value (PGV) | |
Green Brand Image (GBI) | |
Traditional Characteristics (TC) | Aesthetic Design (AD) |
Purchase Customisation (PC) | |
Perceived Consumer Effectiveness (PCE) | |
Subjective Norms (SN) |
KMO and Bartlett’s Test | ||
---|---|---|
Kaiser–Meyer–Olkin metric for sampling adequacy. | 0.987 | |
Bartlett’s test of sphericity | approximate chi-square (math.) | 12,726.578 |
df | 820 | |
Sig. | 0.000 |
Component | Cronbach’s Alpha | rho_A | Composite Reliability | Average Extraction Variance (AVE) |
---|---|---|---|---|
AD | 0.807 | 0.807 | 0.886 | 0.721 |
EA | 0.875 | 0.876 | 0.923 | 0.800 |
EI | 0.883 | 0.884 | 0.928 | 0.811 |
GBI | 0.870 | 0.870 | 0.911 | 0.719 |
PA | 0.811 | 0.812 | 0.888 | 0.726 |
PC | 0.811 | 0.811 | 0.888 | 0.725 |
PCE | 0.805 | 0.807 | 0.885 | 0.720 |
PD | 0.839 | 0.839 | 0.903 | 0.756 |
PI | 0.850 | 0.850 | 0.909 | 0.769 |
PP | 0.835 | 0.836 | 0.901 | 0.752 |
PGV | 0.890 | 0.890 | 0.931 | 0.819 |
SN | 0.807 | 0.807 | 0.886 | 0.721 |
AD | EA | EI | GBI | PA | PC | PCE | PD | PI | PP | PGV | SN | |
AD | 0.849 | |||||||||||
EA | 0.831 *** | 0.894 | ||||||||||
EI | 0.802 *** | 0.852 *** | 0.900 | |||||||||
GBI | 0.802 *** | 0.814 *** | 0.817 *** | 0.848 | ||||||||
PA | 0.757 *** | 0.794 *** | 0.817 *** | 0.767 *** | 0.852 | |||||||
PC | 0.785 *** | 0.800 *** | 0.802 *** | 0.794 *** | 0.776 *** | 0.852 | ||||||
PCE | 0.765 *** | 0.809 *** | 0.804 *** | 0.795 *** | 0.770 *** | 0.753 *** | 0.848 | |||||
PD | 0.774 *** | 0.788 *** | 0.786 *** | 0.764 *** | 0.762 *** | 0.758 *** | 0.755 *** | 0.870 | ||||
PI | 0.780 *** | 0.816 *** | 0.802 *** | 0.798 *** | 0.784 *** | 0.768 *** | 0.776 *** | 0.765 *** | 0.877 | |||
PP | 0.776 *** | 0.792 *** | 0.796 *** | 0.785 *** | 0.777 *** | 0.764 *** | 0.746 *** | 0.767 *** | 0.755 *** | 0.867 | ||
PGV | 0.810 *** | 0.831 *** | 0.840 *** | 0.812 *** | 0.806 *** | 0.812 *** | 0.805 *** | 0.788 *** | 0.820 *** | 0.786 *** | 0.905 | |
SN | 0.791 *** | 0.800 *** | 0.794 *** | 0.780 *** | 0.758 *** | 0.754 *** | 0.764 *** | 0.753 *** | 0.750 *** | 0.751 *** | 0.787 *** | 0.849 |
VIF | VIF | ||
---|---|---|---|
AD_Row1 | 1.840 | PC_Row1 | 1.753 |
AD_Row2 | 1.668 | PC_Row2 | 1.762 |
AD_Row3 | 1.767 | PC_Row3 | 1.798 |
EA_Row1 | 2.397 | PD_Row1 | 2.086 |
EA_Row2 | 2.527 | PD_Row2 | 1.869 |
EA_Row3 | 2.216 | PD_Row3 | 1.993 |
EI_Row1 | 2.300 | PI_Row1 | 2.152 |
EI_Row2 | 2.603 | PI_Row2 | 2.233 |
EI_Row3 | 2.628 | PI_Row3 | 1.903 |
GBI_Row1 | 2.169 | PP_Row1 | 1.949 |
GBI_Row2 | 2.044 | PP_Row2 | 1.966 |
GBI_Row3 | 2.049 | PP_Row3 | 1.914 |
GBI_Row4 | 2.126 | PGV_Row1 | 2.636 |
PA_Row1 | 1.828 | PGV_Row2 | 2.622 |
PA_Row2 | 1.806 | PGV_Row3 | 2.529 |
PA_Row3 | 1.702 | SN_Row1 | 1.805 |
PCE_Row1 | 1.674 | SN_Row2 | 1.631 |
PCE_Row2 | 1.792 | SN_Row3 | 1.871 |
PCE_Row3 | 1.771 |
Saturated Model | Estimated Model | |
---|---|---|
SRMR | 0.034 | 0.053 |
d_ULS | 0.837 | 1.957 |
d_G | 0.776 | 0.888 |
chi-square value | 1835.288 | 1968.952 |
NFI | 0.859 | 0.849 |
R2 | Adjusted R2 | |
---|---|---|
PA | 0.718 | 0.716 |
PD | 0.676 | 0.673 |
PI | 0.700 | 0.697 |
PP | 0.702 | 0.699 |
F2 | |
---|---|
PA→PI | 0.149 |
EI→PA | 0.145 |
PD→PI | 0.104 |
GBI→PP | 0.094 |
SN→PD | 0.094 |
Path | Path Factor (β) | T-Statistic (|O/STDEV|) | p-Value | 95%CI | Results | |
---|---|---|---|---|---|---|
LLCI | ULCI | |||||
AD→PP | 0.272 | 5.218 | <0.001 | 0.166 | 0.373 | Accept |
EA→PA | 0.252 | 4.294 | <0.001 | 0.148 | 0.381 | Accept |
EI→PA | 0.416 | 7.557 | <0.001 | 0.305 | 0.518 | Accept |
GBI→PD | 0.293 | 6.424 | <0.001 | 0.203 | 0.373 | Accept |
GBI→PP | 0.316 | 6.610 | <0.001 | 0.209 | 0.404 | Accept |
PA→PI | 0.369 | 8.054 | <0.001 | 0.276 | 0.454 | Accept |
PC→PD | 0.300 | 6.245 | <0.001 | 0.202 | 0.386 | Accept |
PCE→PA | 0.231 | 4.389 | <0.001 | 0.125 | 0.327 | Accept |
PD→PI | 0.303 | 6.874 | <0.001 | 0.209 | 0.382 | Accept |
PP→PI | 0.236 | 5.398 | <0.001 | 0.147 | 0.316 | Accept |
PGV→PP | 0.308 | 6.827 | <0.001 | 0.216 | 0.392 | Accept |
SN→PD | 0.298 | 6.781 | <0.001 | 0.213 | 0.385 | Accept |
EA→PA→PI | 0.093 | 3.632 | <0.001 | 0.049 | 0.149 | Accept |
EI→PA→PI | 0.154 | 5.836 | <0.001 | 0.102 | 0.208 | Accept |
PCE→PA→PI | 0.085 | 3.706 | <0.001 | 0.045 | 0.132 | Accept |
GBI→PD→PI | 0.089 | 4.433 | <0.001 | 0.052 | 0.131 | Accept |
PC→PD→PI | 0.091 | 4.596 | <0.001 | 0.056 | 0.131 | Accept |
SN→PD→PI | 0.090 | 4.850 | <0.001 | 0.060 | 0.127 | Accept |
AD→PP→PI | 0.064 | 3.870 | <0.001 | 0.037 | 0.103 | Accept |
GBI→PP→PI | 0.075 | 4.119 | <0.001 | 0.042 | 0.112 | Accept |
PGV→PP→PI | 0.073 | 4.056 | <0.001 | 0.041 | 0.111 | Accept |
Path | Path Factor (β) | T-Statistic (|O/STDEV|) | p-Value | 95%CI | Results | |
---|---|---|---|---|---|---|
LLCI | ULCI | |||||
EP→PI | 0.835 | 62.059 | <0.001 | 0.805 | 0.859 | Accept |
GF→EP | 0.551 | 9.869 | <0.001 | 0.447 | 0.673 | Accept |
TC→EP | 0.390 | 6.966 | <0.001 | 0.270 | 0.497 | Accept |
GF→EP→PI | 0.460 | 9.634 | <0.001 | 0.374 | 0.563 | Accept |
TC→EP→PI | 0.326 | 6.938 | <0.001 | 0.225 | 0.415 | Accept |
Demographics | GBI→PP | PGV→PP | EP→PI | |
---|---|---|---|---|
Gender | Male | 0.329 | 0.381 | 0.807 * |
Female | 0.299 | 0.230 | 0.861 * | |
Age group by birth | 1990s | 0.197 * | 0.407 ** | 0.822 |
1980s | 0.277 | 0.387 ** | 0.859 | |
1970s | 0.509 * | 0.064 ** | 0.823 | |
Educational background | Low | 0.263 | 0.282 | 0.844 |
High | 0.379 | 0.310 | 0.826 |
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© 2024 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
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Yu, S.; Zhong, Z.; Zhu, Y.; Sun, J. Green Emotion: Incorporating Emotional Perception in Green Marketing to Increase Green Furniture Purchase Intentions. Sustainability 2024, 16, 4935. https://doi.org/10.3390/su16124935
Yu S, Zhong Z, Zhu Y, Sun J. Green Emotion: Incorporating Emotional Perception in Green Marketing to Increase Green Furniture Purchase Intentions. Sustainability. 2024; 16(12):4935. https://doi.org/10.3390/su16124935
Chicago/Turabian StyleYu, Shulan, Zhen Zhong, Yalin Zhu, and Jing Sun. 2024. "Green Emotion: Incorporating Emotional Perception in Green Marketing to Increase Green Furniture Purchase Intentions" Sustainability 16, no. 12: 4935. https://doi.org/10.3390/su16124935